Changing lives for the better one campaign at a time.
Removing stigma: the barrier to recovery.
Recovering from a substance use disorder like Opioids is hard. It’s harder still when you and the people around you believe it’s hopeless. Using real people in this campaign “Recovery Stories” helped to build hope by showing their real journey and exposing how stigma and bias can hold people back. In this campaign, we featured different people in a multi-media campaign that drove to a landing page with all the recovery stories.
Getting more HIV-positive people the care they need.
MDHHS has extensive resources to assist HIV positive individuals, but few people were taking advantage. To learn why, we interviewed prospects and tested messaging strategies in assorted focus groups. Since the campaign launch number of patients receiving care climbed from 52% in 2011 to 64%.
Partnering with the LGBTQ+ community to help spread the word.
PrEP is medicine that helps reduce the risk of getting HIV by up to 99%. Who better to advocate get that message out than people in the Michigan LGBTQ+ community. The cornerstone of the “Mi PrEP. Mi Choice.” campaign was a photo shoot of 10 people from all across Michigan shot in iconic locations. The resulting multi-media campaign spanned social, digital, print, radio and creative for bars, restaurants and salons.
Losing becomes a winning strategy.
Teens don’t consider recreational drugs like marijuana as dangerous and are unwilling to admit that it can lead to experimenting with other drugs. Per focus group research, they don’t think it’s unhealthy. Period.
To disrupt the narrative, Brogan developed a strategy that focused on loss—jobs, friends, futures. The campaign broke through, commanding attention about how drugs can have devastating long-term consequences.
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