“Substance use was found to be one of the top health concerns by residents in Kent County during the 2017 Community Health Needs Assessment.

The Kent County Health Department obtained a grant from the State Opioid Response Program to implement a digital messaging campaign to increase awareness of the risks associated with the misuse and abuse of prescription drugs among teens and young adults. Kent County teens and young adults were targeted with a humorous, attention-grabbing social media campaign to increase awareness of the risks associated with the misuse and abuse of prescription drugs.

We developed the campaign, “Don’t Risk It,” as a series of stories based on a central style and theme. We then produced attention-getting, short-form videos and served them as Instagram and Snapchat ads.

KCHD invested in high-quality creative for a targeted social media campaign. The videos are now an evergreen collection of creative assets.

We were confident that the “Don’t Risk It” campaign would resonate with audiences and were blown away by the results. The campaign ran between July and September 2021 and generated more than 750,000 impressions, a truly impressive 12% video completion rate and remarkable 15% swipe-up rate.”

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