CASE STUDY: PUBLIC HEALTH & AWARENESS

BHSB + SAMHSA

The Challenge


Behavioral Health System Baltimore (BHSB) received a grant from the Substance Abuse and Mental Health Services Administration (SAMHSA) and the Maryland’s Behavioral Health Administration to use evidence-based messaging to educate young people in Baltimore City about the dangers of binge drinking.

PROJECT SCOPE

Print
Social Media

Our Strategy


We worked with BHSB and a group of teen ambassadors to develop messages that would catch people’s attention and incorporate information provided by the state of Maryland on the dangers of binge drinking. With our “Five facts that will make you rethink that drink” campaign, we targeted two audiences – young people in Baltimore City under the age of 21 and young people ages 21-24. And, we devised a strategy to reach these groups, focusing heavily on social media channels (Facebook, Twitter and Instagram). In addition, we developed print pieces that we distributed to recreation centers, high schools and colleges across Baltimore City.

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Our Impact


  • We promoted two ads on Facebook, reaching more than 25,000 people with over 1,300 engagements.
  • We ran two different campaigns on Twitter, promoting a total of seven tweets, achieving nearly 17,000 impressions and more than 750 engagements.
  • BHSB and its partners have continued to use the social media content since we launched the campaign.
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