Empowering Ocean County in the Fight Against Opioid Addiction
Services
- Focus Groups
- AB Testing
- Mobile Display
- Facebook Ads
- Geotargeting
- Landing Pages
- Search Engine Optimization (SEO)
The Challenge
Ocean County Health Department wanted to raise awareness about their opioid response plan. Specifically, OCHD wanted to promote their services for those struggling with addiction and raise awareness about the free Narcan kits they provided.
Industries
- Government
- Public Works
- Public Health
The Approach
Purplegator conducted focus group sessions before beginning our campaign to optimize our messaging. We conducted sessions with four demographic groups in Ocean County:
- General population
- Those in substance abuse recovery, as well as those who had close friends or family in substance abuse recovery
- Local community leaders
- Local treatment providers
Our research team first developed discussion guides, which we sent out to potential focus group participants via email. From there, we created, moderated, and monitored online focus group sessions. Our first session dealt with opioid awareness in Ocean County. With these results, we compiled the data and created messaging for potential advertising campaigns. After receiving approval from Ocean County, the images and messaging were shown to focus group participants in session 2. Based on the participants’ feedback, we adjusted the images and copy of the advertising to achieve maximum results.
Services
- Focus Groups
- AB Testing
- Mobile Display
- Facebook Ads
- Geotargeting
- Landing Pages
- Search Engine Optimization (SEO)
Industries
- Government
- Public Works
- Public Health
The Challenge
Ocean County Health Department wanted to raise awareness about their opioid response plan. Specifically, OCHD wanted to promote their services for those struggling with addiction and raise awareness about the free Narcan kits they provided.
The approach
Purplegator conducted focus group sessions before beginning our campaign to optimize our messaging. We conducted sessions with four demographic groups in Ocean County:
- General population
- Those in substance abuse recovery, as well as those who had close friends or family in substance abuse recovery
- Local community leaders
- Local treatment providers
Our research team first developed discussion guides, which we sent out to potential focus group participants via email. From there, we created, moderated, and monitored online focus group sessions. Our first session dealt with opioid awareness in Ocean County. With these results, we compiled the data and created messaging for potential advertising campaigns. After receiving approval from Ocean County, the images and messaging were shown to focus group participants in session 2. Based on the participants’ feedback, we adjusted the images and copy of the advertising to achieve maximum results.
The Outcome
Purplegator conducted focus groups to optimize their messaging for the Ocean County Health Department’s (OCHD) opioid response plan. We targeted the general population, individuals in recovery, community leaders, and treatment providers. Based on the feedback, they refined their advertising campaigns to raise awareness about OCHD’s addiction services and free Narcan kits.
