Health Care

Anoka County: Bringing Hope, Help and Health to a Community’s Opioid Response

Anoka County received multi-year funding from a national opioid settlement to address substance use disorder in the community. It developed the Anoka County Opioid Solutions Initiative (ACOSI)  to engage at-risk audiences and make prevention, recovery and healing resources accessible.

ACOSI joined forces with Beehive Strategic Communication and Triumph Pictures to create Faces of Hope, a multi-channel campaign that wove together visual storytelling, paid and earned media and special events to write a new story for opioid response and prevention in Anoka County. The campaign shares the personal stories of local survivors, care providers, organizations at the heart of the County’s epidemic to show that hope, health and healing are possible, even in the face of crisis.
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Strategies

  • Ground Faces of Hope brand and creative guidelines in themes of hope and human connection
  • Create Faces of Hope website around human stories and practical resources to educate, engage and empower community members and health care workers
  • Engage hard-to-reach populations through a customized advertising campaign promoting free resources available through Faces of Hope

 

  • Customize key messages and resources to connect with target audiences:
    • Individuals seeking treatment and recovery resources
    • Friends, family and community impacted by the opioid epidemic
    • Healthcare workers looking for training, tools and resources to support community health and wellbeing

02 —

Results

  • Secured media placements including WCCO Radio and Minneapolimedia, increasing awareness of opioid risks and response resources in Anoka County
  • Drove 2,600+ visits to the website and 760+ views of the Faces of Hope documentary in the first phase of the launch
  • Secured 4.2M+ targeted impressions across billboard, restroom and gas pump signage advertisements
  • Increased engagement on ACOSI Facebook page by 100% YOY

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