Michigan Department of Health and Human Services
Focus groups revealed that teens did not see recreational drugs like marijuana as dangerous, and were unwilling to admit that marijuana use could lead to experimenting with other drugs. Nearly half of the respondents had used marijuana, and 94% knew someone who had tried it.
Brogan developed a creative campaign that focused not on health consequences of recreational drugs, but on the losses that could result: loss of a job, loss of college acceptance, loss of money and friends.
Media tactics included cross-screen video, cable, cinema advertising, Spotify, Pandora, Vevo, YouTube, and Mobile display. Brogan created a dramatic TV spot, “Hailey’s Story,” which dramatized the negative effects of recreational drugs on one young woman.
The campaign led to increased awareness among teens of how drugs could stand in the way of achieving their dreams. “Hailey’s Story” has been viewed over 426,000 times on YouTube.
Michigan Women's Foundation
In 2009, more than 11,000 unopened, untested rape kits were found in a Detroit Police Department storage unit. A lack of adequate funding had stalled the testing of the kits and the investigation and prosecution of the cases. In 2014, Michigan Women's Foundation spearheaded an initiative to raise the needed funds and bring long overdue justice to these thousands of sexual assault victims. They came to Brogan for help promoting the cause.
First, Brogan created a name for the initiative: Enough SAID, which stands for Enough Sexual Assault in Detroit. A powerful brochure/case statement used the USB code that labels each rape kit as a design element, and brought home the point that each code represents the suffering of a real victim without justice. Brogan also created a coordinating Crowdrise page for people to donate and/or fundraise, as well as Facebook and Twitter accounts and a microsite.
Since launch, the campaign has raised over 1.3 million dollars in private funds and helped raise over 8 million dollars in public funds. The creative materials have been featured in several news outlets, including PRWeek and the front page of the Detroit Free Press.
North Carolina Department of Health and Human Services – Immunization Branch
The state wanted to increase the number of North Carolinians getting vaccinated against the flu. With a limited budget and only two months to complete the project, Brogan & Partners got to work.
Since research shows that women make most of the health care decisions for their families, we targeted moms with a television spot that featured schoolchildren. The spot showed a group of kids singing to the tune of “Old Smoky,” with lyrics about their less-than-antiseptic habits (“I had to sneeze then, and somebody coughed… it was okay, though, ‘cause I wiped the germs off.”) The spot served as a reminder of how easily the flu virus can spread—and how critical the flu vaccination is to protect your family. A series of three print ads emphasized the message, showing more easy ways the flu virus could be passed on.
“Old Fluey” won a merit award in the Healthcare Advertising Awards.
Michigan Department of Community Health: Abstinence
Michigan Department of Community Health wanted to talk about sex. They wanted two age groups of teenagers (12-15 and 16-18) to know that it’s okay to wait, and even if you did “it” once, that doesn’t mean you can’t practice abstinence now.
Focus group testing revealed that 12-15 year olds responded well to getting the message from a role model, while 16-18 year olds were more impressed by reminders of consequences. So Brogan & Partners developed separate messages for the two groups.
Two TV spots—“I Wish I Waited” and “Take it Back”-- ran on TV, cable and YouTube.
The TV spots were viewed nearly 400,000 times on YouTube, with an additional 731,000 views through the interactive ads (a total of over a million views).
Michigan Department of Community Health
As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.
We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated more than 1.2 million impressions in less than six months and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.
Michigan Department of Community Health
Parents smoking around children is a deadly serious issue. Our target audience is parents of children, specifically mothers and pregnant women. With a small budget and a very specific audience, we wanted to motivate smokers to pick up the phone to call the Michigan Department of Community Health’s Michigan Tobacco Quitline.
Research shows that the number one motivator for people to quit smoking is the negative impact on the health of their children. Even though most smokers are aware that secondhand smoke is harmful, it’s motivating to remind parents of the hazard and give them a free and effective resource to help them quit.
For this campaign, our creative director took an old, classic, public domain song "Secondhand Rose" and re-wrote the lyrics from a child's perspective. An engaging youngster outlines for parents the dangers of secondhand smoke. Working within our budget, we were able to produce a memorable longer-format YouTube video that has been hugely successful with more than 130,000 views and counting. The Quitline received 874 calls, including a significant number of pregnant women, an important part of the target audience. We supported this with radio media as well.
Michigan Department of Community Health
The Michigan Department of Community Health requested we communicate the availability of free treatment resources for HIV positive individuals. Key challenges: discreetly find individuals who need the free HIV treatments; be sensitive to this serious issue while also reaching out to them in a memorable way.
We worked with experts who work closely with the community. We held focus groups with HIV positive individuals. We developed a guerrilla marketing campaign for bars, festivals and local venues. Since the launch of the campaign, the percentage of HIV Positive individuals receiving care has climbed dramatically from 52% in 2011 to 64% in 2014. This campaign was also a hit among industry peers as well, winning recognition at award shows such as the Telly Awards, Communicator Awards, Hermes, Summit Creative Awards and more.
Michigan Department of Community Health: Teen Driving
The Michigan Department of Community Health was looking to decrease new teen drivers’ chances of accidents. Inexperience and distractions of all sorts work against them. MDCH wanted to promote the Parent-Teen Driving Agreement which encourages a solid commitment to safer driving.
Brogan & Partners developed creative that outlined the elements of the plan and connected with parents. Interactive ads were placed on sites our target audiences (adults with teenaged children) visit, and posters were displayed in Secretary of State offices (giving our audience ample time to read them).
After the paid media campaign started, visits to the website jumped by 56%. Of the people who came to the site, 44% registered for the Parent-Teen Agreement during the paid media campaign.
Scleroderma Foundation Michigan Chapter
Though it affects more than 300,000 Americans, scleroderma is still a little-known disease, and the Scleroderma Foundation Michigan Chapter was having a hard time finding support. They wanted to increase membership, build their board of directors, raise awareness for the disease and raise money for a cure.
To increase membership, we positioned the Scleroderma Foundation Michigan Chapter as the most trusted, most compassionate and most connected community for support, education and research. We refreshed all communication and branded materials to increase effectiveness and strengthen the brand identity.
To build their board of directors, we introduced them to professionals with a passion for giving back—including the regional healthcare director of Walgreens. With the Chapter’s new connections, they were able to get space in many metro Detroit stores to raise awareness for the disease during June: Scleroderma Awareness Month.
To increase awareness of the SFMC, we bolstered a social media presence on Facebook and Twitter. We earned new followers with relevant, meaningful and timely content, including tips for coping with scleroderma, links to articles on new treatments and research, and inspirational quotes. We also built strong media relationships and a widely-followed blog, becoming a valuable news and features source. Additionally, the Brogan team worked to develop an email strategy—keeping more than 5,300 members informed and engaged.
To increase fundraising, we focused on two major events. We launched the chapter’s first annual Hideous Holiday Sweater Run, a themed, zany race focused on fun first, cause second. Next, we rebranded the chapter’s annual “Family Fun Day” at the Detroit Zoo to “Stampede Scleroderma.” The centerpieces of the event were the 5k and 10k “stampedes,” but first and foremost, the event honored those affected by the disease.
For each event, fundraising goals were set, and we strived to help the chapter meet them. In June 2015, just days before the Stampede Scleroderma event, we noticed the Chapter was incredibly close to their goal. So, we presented the idea of deploying an email to the Chapter’s membership list letting them know how close they were—asking for just five extra dollars from everyone who had registered. Hours later, a supporter walked into their office with not $5, but with a $5,000 check. The chapter went on to raise more than they had in years.
Our partnership with SFMC has sparked many successes. We've broadened their community, nearly tripling Facebook fans and doubling Twitter followers. We doubled attendance at the Hideous Holiday Sweater Run in just two years, and resurrected Stampede Scleroderma from its lowest participation rate to among its highest in 2015. We've increased its database of members, partners and donors by 40 percent and attracted diverse, talented new board talent. We've earned lots of media attention, including tradition and new media. Our work has led to projects with the National Scleroderma Foundation, the Scleroderma Research Fund and the Scleroderma Society of Canada.
Michigan Department of Community Health
With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before, but were unsuccessful. We needed an unexpected approach to make them listen.
We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to more than 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.
North Carolina Department of Health and Human Services
At-risk demographics in certain counties of North Carolina had no idea what blood pressure numbers meant. We had to educate the target audience about heart disease and stroke prevention by informing them about proper blood pressure levels and how to identify the warning signs for stroke.
We offered a memorable and informative campaign—82% of respondents to a post-campaign survey could describe the television commercials. 92% of respondents said they would immediately call 911 if they experienced stroke symptoms. Awareness of lesser-known stroke symptoms jumped about 25%.
Gift of Life Michigan
People think organ donation is a good cause, but they’re too busy or unaware of how to register or the need to register. To increase organ donor registrants, we needed to emphasize immediate action and turn organ donation into a community movement.
We created an interactive widget with a video, heart-moving testimonials, links and a ticker to increase the urgency to register now. In addition, we developed a social media program with The HoneyBaked Ham Company and a map showing county percentages to build interest in the campaign. All assets pointed to a Donor Drive 2010 landing page with sharing opportunities throughout the page. Throughout the course of the campaign, the widget was installed more than 1,000 times and generated nearly 900,000 views. 2010 was a record-breaking year for donor registries with more than 319,000 new registrants added to the list.