Alameda County Behavioral Health
Raising Awareness for Critical Health Services on Behalf of County of Alameda Health Care Services Agency Alameda County Behavioral Health (ACBH)
According to the National Institute of Drug Abuse (NIDA), only a small percentage of people who need treatment for substance abuse receive the care they need. The COVID-19 pandemic, coupled with the legalization of recreational cannabis in California and many other states, only exacerbated the problem. Further, there was a need to expand ACBH’s strategic community partnerships and enhance ACBH as a thought leader that community organizations, policymakers, and residents could trust.
D&A created a comprehensive integrated marketing campaign and messaging framework composed of community engagement with Referral Gateways, SUD Providers, Current/Former Clients, New/Existing Clients to ensure that we heard from the most diverse range of voices.
A communications framework and integrated marketing plan was designed to reach people “where they are” and amplify the positive positioning within the community by consistently delivering timely and relevant information that was deliberate, focused and relatable. Both paid and organic media efforts were employed to optimize reach. In addition to creating video content that was leveraged across digital paid media efforts, D&A launched targeted in-language OOH efforts around the East Bay along with marketing collateral produced in seven languages.
Our strategic approach resulted in a significant amount of page views to the substance-use-treatment page and was the highest viewed page throughout the campaign. Not only did D&A deliver the project on schedule and within budget, but our efforts were successful and resulted in reaching priority populations in multiple zip codes around the East Bay and strengthened awareness for Alameda County substance use services.
Views of social ads
“There was a need to expand strategic community partnerships and enhance ACBH as a thought leader that community organizations, policymakers, and residents could trust.”