How We Leveraged Digital Marketing
For A Drug-Free Future in Summit County, CO
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In 2022, Summit County Public Health reached out to Effct to spearhead a campaign raising awareness for opioid abuse specifically targeted to the area’s youth. Beginning in 2023, our team conducted extensive focus group research and surveys dedicated to learning more about youth perceptions and behaviors surrounding the issue.
Based on these findings, we developed a campaign including the branding, logos, and online presence necessary to bring this project to life. In August of 2023, our team proudly celebrated the launch of what is now known as I Choose My Future.ā
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Through our website, ichoosemyfuture.org, our mission was to educate and provide resources for the Summit County community. Our education resources include facts about opioids and fentanyl, harm reduction practices like naloxone, and information regarding physical and mental health impacts. We also highlight the real stories gathered from our research and focus groups to empower Summit County’s youth to make wise decisions.
Our most successful piece of content highlighted the Biebl Family, a deeply touching account of a couple who lost their son to fentanyl poisoning. By allowing their voices to be heard by a greater audience, we were able to not only reach our highest impressions count on Snapchat and TikTok, we also earned the 2024 Communicator Award for Video Excellence.
By the Numbers
1.2 Million +
127,000+
4,718
83,000+
Digital Tactics
In the first year of its launch, our team oversaw the creation of I Choose My Future’s Instagram, Facebook, Snapchat, and TikTok pages dedicated to raising awareness amongst Summit County’s youth population. To reach as many people as possible, our strategy remained rooted in balancing youth-centric content with incorporating facts and statistics into our messaging.
660,070 Impressions
$0.11 Cost Per Engagement
160,703 Impressions
$0.12 Cost Per Engagement
Snapchat
349,056
Impressions
1.33% Swipe-up
Rate
TikTok
5,851 Views
345 Followers
Content Samples
Digital Content
Our digital strategy for I Choose My Future revolved around platforms like Instagram, Facebook, Snapchat, and TikTok. Our content consisted of providing educational resources, uplifting community voices, and motivating the community to take control of its future.
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Bus Interior Cards
To reach our target audience offline, we created interior card advertisements placed in Summit County buses. Our goal was to ensure that our message reached youth outside of the digital atmosphere.
