In Season 2 of Countermeasures, we set out to deepen the conversation around the opioid epidemic by uncovering its impact in unexpected places—K-12 schools, retirement communities, and the criminal justice system.
Through firsthand accounts from student advocates, individuals in recovery, affected families, and frontline professionals, we aimed to paint a fuller picture of how the epidemic reverberates through communities. By amplifying these voices, we sought to foster awareness, empathy, and meaningful discourse around solutions.
Additionally, we expanded our target audience beyond policymakers in Washington, D.C., reaching a broader public to drive greater engagement and understanding.
For Season 2 of Countermeasures, we built upon our existing format while expanding the podcast’s lens to include Canada in addition to the U.S. Using a documentary-style approach, we wove together multiple interviews—typically three per episode—through a narrator-driven narrative, creating a comprehensive exploration of each topic.
One of the key challenges we faced was finding the right voices willing to share their stories. Given the deeply personal nature of opioid use disorder and its impact, many potential guests were understandably hesitant to speak publicly. To address this, we approached outreach with sensitivity, working closely with advocacy groups, support organizations, and experts who could connect us with individuals comfortable sharing their lived experiences.
From a distribution standpoint, our goal was to reach two distinct audiences: policymakers and the general public. To engage government decision-makers, we implemented a highly targeted marketing strategy that included LinkedIn ads and precision-placed banner ads. Meanwhile, to reach a broader audience, we leveraged high-reach tactics like feed drops, ensuring the podcast was accessible and discoverable to listeners beyond the policy sphere.
By combining a documentary-driven format with strategic guest selection and a dual-pronged marketing approach, Countermeasures Season 2 successfully deepened the conversation around the opioid crisis, highlighting its impact in unexpected places and amplifying the voices of those most affected.
Season 2 of Countermeasures was a success, both in audience growth and impact. Downloads increased by over 60% from Season 1, bringing the total to over 117,000 all-time downloads. The podcast also maintained a strong engagement rate, with a consumption rate above 70%.
Beyond the numbers, this season strengthened Countermeasures’ role as a vital platform for raising awareness about the opioid crisis. By expanding our focus to Canada and featuring a diverse range of voices—including those with lived experience, advocates, and professionals—we broadened the conversation and deepened its impact.
Additionally, our collaboration with advocacy groups across North America not only enriched the storytelling but also fostered new relationships for Emergent BioSolutions, reinforcing its commitment to public health. The continued positive ratings and reviews further validate the podcast’s role in educating and informing both policymakers and the general public.
