What MAKES A SUCCESSFUL CAMPAIGN?
Lots of decisions—and a collaborative partnership!
Here are some of the things we considered as we made the creative decisions.
Strategy: The Walla Walla County Department of Community Health wanted to raise awareness about some important mental health and opioid prevention issues—and wanted it to reach a broad demographic. The content featured topics like suicide prevention, mental health resources available through the 988-line, de-stigmatizing mental health issues, and creating awareness about the dangers of fentanyl and opioids.
Messaging: The DCH team directed the messaging themes they wanted to focus on each month—at times connecting them to other related initiatives. From there, we created content to depict the messages.
Color: Yellow was chosen as a theme color because of its ability to attract the human eye in a sea of content—and the way it can signal caution and hope.
Illustrations: Without the budget to produce custom photos, we opted for simple illustrations. This was a cost-effective way to create a consistent look that also made it easier to feature diverse demographics.
Frequency: A full year’s worth of fresh content was created—with packages delivered monthly. Since repetition builds awareness, we provided the Department with sufficient content to post several each week.
Format: For budget purposes, we recommended several affordable channels: Main Street banners, an infographic, a bus poster, a video, print, and animated and still social media posts.
Languages: We produced posts in Spanish and English, the two prevalent languages for this community.
The campaign received a Gold Hermes Award and a Silver Aster Award in recognition of its creative excellence.
