FEATURED PROJECT
You Think You Know
In 2021, Daydream Communications was engaged to develop a public awareness campaign highlighting the growing dangers of fake prescription pills laced with fentanyl. At the time, no similar initiatives existed, making You Think You Know one of the first of its kind. Through a strategic blend of digital marketing, media outreach, and educational resources, the campaign reached millions and gained industry recognition for its impact.
Media Planning | Digital Marketing | Graphic Design | Social Media | Website | Content Writing
The Challenge
From 2019 to 2020 there was a 16% increase in unintentional overdose deaths involving fentanyl among young people ages 15 - 34 in Connecticut. During this time, counterfeit pills began infiltrating the illicit drug supply. There was a need to educate teens, young adults and their caregivers about the dangers of fake prescription drugs since nobody was talking about it at the time. The death of a young man in Trumbull, Connecticut prompted a local prevention council to find partners and raise awareness.
The Strategy
An integrated marketing strategy was used for this public awareness campaign. Due to the small promotion budget, an emphasis was placed on digital marketing because it was cost-effective and allowed us to reach the target audiences efficiently. Ads targeted parents/caregivers and youth/young adults in select cities and towns with high fentanyl-related overdose deaths. Regional funding also allowed for out-of-home ads in select cities. In addition to the advertising, we conducted media outreach, developed a toolkit of educational materials and used social media, email marketing and content marketing to reach a wider audience.
The Results
The campaign resulted in more than 1.6 million digital impressions, 280K social impressions and was responsible for 40% of the website traffic for the whole year. Most importantly, fentanyl-related overdose deaths decreased by 32% in ages 15 - 24. While the campaign is not the direct cause of the decrease, it’s safe to say greater awareness of the issues has contributed to saving lives, which is our main goal.
Awards
🏆 Gold MarCom Award - Cause Marketing Campaign
🏆 Lamplighter Award from the New England Society for Healthcare Communications - Cause Marketing Campaign
