(NATIONAL – December 3, 2019) – do it outdoors media joined forces with Truth to raise awareness of America’s opioid epidemic. The company, which is the largest national mobile billboard and field marketing provider, recently donated mobile billboard media space in three of Truth’s target markets.
“As a media company, we have a great responsibility in driving important messages,” says Sarah Maher, VP Sales for do it outdoors. “We are grateful to have the opportunity to work with Truth on their opioid awareness campaign. It’s an honor to put our media formats to work in this significant way and to make a difference in our nation’s communities.”
The mobile billboards each touted a stark creative which displayed a shocking statistic: “Opioid dependence can happen after 5 days.”
According to TheTruth.com, more than 130 people in America die due to accidental misuse of opioids, which are a category of drugs that bind to opioid receptors in the body. Heroin, fentanyl, oxycodone, hydrocodone, codeine and morphine are all classified as opioids. This health crisis, which takes the life of one American every 11 minutes, has been coined as the opioid epidemic.
Additional facts from TheTruth.com include:
- In 2016, 1 in 5 deaths among young adults were opioid related.
- 80% of heroin users started with a prescription pain killer.
- The opioid mortality rate increased as the U.S. life expectancy rate decreased.
- In 2017, 47,600 people died of opioid overdoses in America.
This $75,000+ in donated out-of-home (OOH) media space, which included all production, drivers, fuel and activation, was part of a larger campaign to spread the message that opioid dependence can happen quickly, even with prescribed medications from a physician.
“Truth’s campaign needed to reach a 75% awareness metric,” says Maher. “The mobile billboards supported their efforts and reinforced the other media channels, which included digital, TV and public relations efforts. Adding out-of-home media to any other channel amplifies reach and generates more online engagement.”
The key audience Truth wanted to reach with their message were teens and young adults, specifically ages 18-34. Therefore, the mobile billboards drove in close proximity to school campuses, as well as busy shopping areas and downtown districts. In addition, the mobile billboards added coverage near smoke and vape shops in each market.
The mobile billboards ran during week seven of the 9-month campaign, and in addition to the contribution by do it outdoors, the media company’s digital partner, Blue Bite, also donated $2,000 worth of mobile display advertising inventory to further raise awareness in Fort Wayne. This equated to 259,692 impressions. The digital media performance achieved a 0.29% click-through-rate.
“Our mobile billboards drive big impact at street level. When the message is as powerful as Truth’s, we’re able to play an important role in delivering critical information to people,” adds Maher. “Mobile billboard creative is often influential, but in Truth’s case, the message was also essential. It makes me extremely proud of this campaign.”
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