Breakthrough Addiction – Department of Health and Human Services 

Overview

The Department of Human Services, formerly the Department of Health and Human Services, engaged The Manahan Group for assistance in planning their State Opioid Response (SOR) grant cycle. Their objective was to streamline messaging from multiple state programs and ultimately decrease the barriers to care for those affected by Substance Use Disorder (SUD) and help them ‘breakthrough addiction’.

Creative

TMG worked closely with the Bureau for Behavioral Health as well as members of the Office of Drug Control Policy and other stakeholders to create a message that would speak to the heart of the epidemic, instilling hope in those affected as well as the communities supporting them. This values-based anti-stigma campaign would address the underlying emotions and unify people who feel trapped and alone. Messaging for the campaign would focus on ways in which individuals can end the cycle of addiction and empower communities to be a part of the solution.

Media Placement

The campaign required a multi-pronged approach in terms of media placement. The media mix relied heavily on video and display advertisements to drive traffic to the website and reach the primary audience of West Virginians at risk for Substance Use Disorder based on purchasing behaviors, search histories, etc. Additionally, one hundred and fifty billboards were secured across the state, as well as traditional television and radio commercials targeting these audiences.

The billboard placements for this campaign generated over five million bonus impressions at a value of over $79,000. Seventy-eight billboards remained posted over 3,950 days beyond their contract period which resulted in this additional visibility. During the paid media period in 2024 the website saw a 2,088% increase in new users visiting the site.

In total, the 2024 paid media effort included over 240,000 advertisements placed throughout West Virginia via television, radio, cinema, out-of-home, and digital placements generating over 143 million impressions within the audience of focus. Additionally, over 7.8 million impressions were served within during the paid media campaign, generating 13,812 clicks though to the program website.

Conclusion

During the 12-month period ending November 2024, drug overdose deaths in West Virginia declined by 37.7% year-over-year, compared to a 26.5% decrease nationally. This reduction equates to 468 fewer fatalities in the state, reflecting a significant improvement in overdose mortality rates and indicating progress in public health interventions.*

*Source

Recognition & Awards:

The creativity and execution of the Breakthrough Addiction spots also earned industry recognition. The Mural TV spot was awarded a Gold Telly Award, and the Community TV spot was awarded a Silver Telly Award. The Telly Awards are a national program that honors excellence in video and television across all screens:

• General – Advocacy & Causes
• Craft – Videography & Cinematography