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Inova Health Foundation tapped BRG Communications to help to fight the substance use disorder epidemic in Northern Virginia: first, by developing fundraising materials to secure support, and then by building awareness across communications channels. After securing a generous grant, Inova Health Foundation and BRG built “Act on Addiction” a five-year campaign to build awareness, reduce stigma and connect community members with resources to seek support. In an already crowded media landscape around addiction, BRG delivered a multi-year program that offered fresh perspective, grounded the story in local data, and reached the right audiences with the right message.

How We Did It

• Built the program from scratch. Created a distinct campaign identity, including a name, custom mark, and dedicated microsite
• Owned the data. Fielded an annual pulse survey across the Greater Washington, D.C. community for seven consecutive years, generating local data on topics including harm reduction, substance use during the pandemic, and substance use among teens
• Timed it for impact. Released new data each September during National Recovery Month, building year-over-year momentum through a strategic mix of earned and paid media
• Extended its reach. Forged strategic partnerships that added credibility and reach over time

The Impact
Act on Addiction created a community conversation that went far beyond the nearly 1,000 media placements and 640 million impressions. Over the years, the campaign has brought together educators and school administrators, first responders, grassroots organizations, and everyday families to learn, build, and offer real solutions. The campaign’s inaugural Act on Addiction Summit drew 1,200 registrants in its first year, and digital advertising across social media and streaming platforms added more than 20 million impressions over the life of the program. The initial five-year program proved successful enough to earn continued donor and institutional support, extending the effort well beyond its original scope.