TELLING THE STORY
01 / 07
02 / 07
03 / 07
04 / 07
05 / 07
06 / 07
07 / 07
BIG PICTURE
Prescription drug abuse is the fastest-growing form of substance abuse among teenagers. In fact, every day 2,500 teens use a prescription drug for the first time to get high. They call it 'pharming.' And most parents have never heard of it. Our client, a global pharmaceutical and health solutions company, wanted to change that. They turned to Remedy to launch a national public education campaign, co-sponsored by the Partnership for a Drug-Free America.
THE BIG IDEA
Remedy started by creating a program name that would strike a chord with parents and create a sense of action and empowerment. Our solution was the mantra uttered by parents generation after generation: 'not in my house.' Visually, we wanted to take parents where 'pharming' begins: the family medicine cabinet. The campaign elements also included statistics about prescription drug abuse.
IMPLEMENTATION
The center piece of the campaign was a dedicated website: NotInMyHouse.com. In addition, we developed online advertising, collateral, posters, and branded press materials. Social media strategies were also key in reaching influential 'mommy bloggers' around the country. This approach leveraged third-party testimony to generate awareness of teen prescription drug abuse and advocacy of NotinMyHouse.com as a helpful resource in learning how to protect kids.
IMPACT
Since its launch in July 2008, NotInMyHouse.com has been visited by more than 250,000 unique visitors and went viral with 500,000 additional viewers through the third-party posts of influential 'mommy bloggers.' The campaign has been spotlighted in national media outlets such as CNN, Good Morning America, Newsweek, and Reader's Digest.
MORE ON THIS CASE
RELATED
