CASE STUDY: PUBLIC HEALTH & WELLNESS
BMore in Control
The Challenge
For the state-funded Opioid Misuse Prevention Project – overseen by Behavioral Health System Baltimore – The Hatcher Group turned draft advertising concepts developed by another firm into polished ads and executed a full-blown outreach campaign on the risks of opioid abuse, with a focus on presenting positive alternatives to help people stay on track in their lives.
PROJECT SCOPE
Bus Stop/Shelter
Bus Exterior
Bus Interior
Billboards
Web Microsite
Online Advertising
Our Strategy
We designed, built and created content for the BMore in Control website, including compelling images, accessible content and important resources. The campaign included transit ads, social media content and Pandora online radio ads micro-targeted to reach key demographic groups in Baltimore City, including young African Americans.
Our Impact
The Pandora ads:
- Delivered more than 750,000 impressions
- Reached 17,307 unique visitors with a frequency of 14.43 and 2,935 clicks
- With a click-thru rate of 1.17% – 48% above Pandora’s benchmark
