COMMUNITY COALITION ALLIANCE
The decision to create an opioid awareness campaign targeting young Gen Z adults was driven by CDC reporting on that cohort’s vulnerability, the inescapable reality that members of Gen Z are more prone to risky behaviors (including substance misuse and abuse) and the surging numbers of overdose incidents, including deaths. In Jacksonville, the Gen Z audience was comprised of approximately 110,000 people. And, while the initial campaign would restrict its efforts to Jacksonville, it performance would also decide if it would be funded for expansion across Northern Florida.
The Challenge
At their core, opioids are a lie peddled by people who just want what young people have – their money, their independence, their vitality and their self-respect. And all they offer in return are dead-ends, false hope, more trauma and the demise of youthful potential.
What We Did
We researched everything we could about opioid usage. We also learned about what made this audience tick and what made them turn away from the plentiful public health warnings and advice around them. And we researched why public awareness campaigns often failed.
Soon, we had a strong strategy and creative approach, and good reasons to believe our campaign could be different. We used humor and familiar situations to expose how opioids lie, while leaving room for Gen Z audience members to draw their own conclusions. We exposed the truth behind the opioid trade in ways these young adults could feel comfortable with ... and they listened.
What We Achieved
The campaign results validated our strategic and creative approach, showing that it is possible to reach and impact Gen Z with public health awareness campaigns. Our Anything But Obvious campaign exceeded expected results on each paid media platform. Website metrics tracked the rise and fall of traffic as paid media flights ran, further validating our approach.
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