CASE STUDY: U.S. Drug Enforcement Administration
MEDIA/ADVERTISING PLANNING & PLACEMENT
Tell the general public across America about a one-day event with over 5,000 locations nationally where participants can turn in unused, unwanted or expired prescription medications to help lessen diversion and environmental issues.
Launch an integrated campaign of community outreach, print collateral and advertising to share key messaging and event details for National Prescription Drug Take Back Day including a media mix of outdoor, online, radio and print advertising in both national and regional media markets.
Execution included the initial development of a strategic community outreach plan, printing and logistics management of print collateral, as well as biannual support for media planning and placement, and creative development and production.
The print advertising strategy includes top publications with premium placement, minimum 1/4 page running within three days of the event to elicit attention visually and in a timely manner.
Always using emerging and trending technologies, the digital strategy evolves with each campaign to work with media partners to develop new and innovative ways to display creative assets and engage audiences outside of the standard desktop static display.
Each campaign exceeds DEA expectations with several thousand tons collected since inception and continued growth in event awareness, participation and prominence across the U.S.