The primary goal of the campaign is to increase awareness among Idahoans about the dangers of counterfeit pills laced with fentanyl, with a focus on preventing deaths. The campaign particularly targets young people, parents, and caregivers, emphasizing the lethal risks of counterfeit medications that may look like their prescription counterparts.
The strategy involves a segmented approach to engage different demographics effectively. Insights from the GPS Study 2023 indicate a need for enhanced education on fentanyl, particularly among teens and young adults, although parents and caregivers already demonstrate higher awareness levels. The campaign utilizes startling statistics and real-life consequences of fentanyl poisoning to craft a message that resonates emotionally and encourages proactive learning about the dangers of fentanyl.
The media strategy is tailored to the consumption habits of the target demographics, with significant investments in social media platforms like YouTube, Instagram, and Snapchat, which are popular among the younger audience. Specific content strategies such as "get ready with me" videos and scenario-based messages are employed to deliver impactful and memorable warnings in a format that viewers are familiar with.
Implementation focuses on high-engagement social media content designed to simulate realistic scenarios where youths might encounter counterfeit pills. These include:
Instagram and Snapchat Videos: Short, impactful videos where influencers simulate preparing for everyday activities but end up illustrating the fatal risks of unknowingly consuming fentanyl-laced pills. The stark contrast between normal activities and sudden fatal outcomes creates a powerful narrative.
YouTube Content: Videos designed to mimic popular YouTube content trends, such as fitness advice or financial tips, were used to introduce the topic of counterfeit pills subtly before revealing the dangers associated with them. This bait-and-switch technique is intended to capture the attention of viewers who might not otherwise engage with direct educational content about drug safety.
The campaign's execution plans are based on data from previous phases and updated research, ensuring that the content is relevant and engaging for the target audience. The allocation of a $300,000 media budget, with a detailed breakdown per platform and demographic, ensured that the messages were delivered efficiently and effectively across the state.
These awareness-optimized ads are performing well, with CPMs at $8 for Instagram, $8 for YouTube, and $4 for Snapchat.
While the CPMs are strong—nearly 17 million impressions in a state of 1.7 million people—the real success is generating nearly 25,000 clicks—an impressive outcome considering the challenge of engaging young audiences who typically aren't interested in learning about fentanyl.
Year-over-year performance metrics also show significant improvement, thanks to the new creative approach and channels.
Instagram Reels:
YouTube Shorts:
