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. For five years, BRG has partnered with Inova Health System to build Act on Addiction to further support families and the community.
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 most recent campaign earned more 10 times more media impressions than the original campaign, reached more than 250,000 local community members through influencers and generated millions of impressions through digital ads. The campaign culminated in a one-day conference focused on stigma and community approaches to recovery.
Advocacy, Awareness and Education
Inova Health Foundation is northern Virginia’s leading nonprofit healthcare provider.