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About this Project:

As the national dialogue around addiction dominated headlines, families and individuals struggled to spark meaningful dialogue around this issue. Inova Health System engaged BRG to launch a campaign during Addiction Awareness Month to help destigmatize, build awareness, and encourage members of the Northern Va., community to act on addiction.

BRG and Inova launched the Act on Addiction campaign during a key media moment in time, leveraging original survey data to cut through the noise and capture attention to bring forth this important community conversation. The multi-lever program leveraged traditional media outreach to local consumer publications, engaged influencers to give authentic voice to the story and captured attention with online advertising and social content. The campaign culminated in a one-day conference held in collaboration with Fairfax County Public Schools (FCPS), a trusted community entity with a built-in infrastructure created for a yearly Mental Health & Wellness Conference.

Efforts earned more than 27 media million impressions, reached more than 175,000 local community members through influencers and generated more than 7 million impressions through digital ads, enable a successful conference and for campaign messages to be delivers deep into the community.