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Aetna Foundation

Fighting the Opioid Epidemic, One Community at a Time

When the Aetna Foundation made a major commitment to fight the opioid epidemic in local communities, it was critical to create media programs as unique as the communities served. That’s where BRG came in, building market-by-market strategies grounded in local voices and real data.

 

How We Did It

  • Let local data lead. Every campaign reflected the specific realities of the opioid crisis in each state, not a generic national narrative
  • Partnered on the ground. We worked closely with community organizations to help shape authentic, locally rooted stories
  • Brought in trusted voices. Local policymakers, community groups, and law enforcement in each state lent added credibility and influence

 

The Results

The campaign resonated, earning nearly 100 media placements across the four markets, including coverage in the Orlando Sentinel, Triangle Business Journal, Philanthropy News Digest, and Winchester Star, along with opinion pieces published in all four states. By securing policymaker voices alongside the Foundation’s own, BRG helped give each state’s story a bit more weight and authority

Expertise:

Advocacy, Education & Awareness Campaigns

About The Aetna Foundation:

The Aetna Foundation is the independent charitable and philanthropic arm of Aetna.

We are passionate about the work we do.