FRANKLIN COUNTY PUBLIC HEALTH

Recover For Life

• A Silver Medal and Merit Winner from The One Club •

As a top five county in the nation for opioid related deaths, Franklin County has been paralyzed by this silent epidemic.

As a plan of action, focus groups and surveys were conducted to better understand the thoughts and opinions of those closely affected by opioid-use disorder. They talked. We listened. Franklin County needed a sense of hope and positivity. It was this insight that laid the foundation for the campaign created with the inspirational, Amélie Company, called “Recover for Life”.

Role: Creative Director

Writer: Rachel Block + Rachel Edwards | Art Director: Jesse Cunningham | Animation House: Frost

THE BRANDING

As part of this campaign, we felt that the recovery from addiction deserved its own symbol, one that communicates the very real journey one goes through when they are in addiction. For that reason, a flower with thorns was created for this campaign. Why? Because recovery means growing as a person. It means going through serious hardship. It means letting support in as well as being supportive. It means finding hope and knowing that hope will always bloom. A flower with thorns perfectly represents the imperfect journey to recovery. 

THE CAMPAIGN

Recover for Life is a campaign intended to unite a community and end stigma, reaching residents behaviorally and contextually along the recovery continuum. Whether someone suffering from addiction, a loved-one, or a community member, Franklin County residents were exposed to our campaign through mediums across the board, including a community mural painted by one of Ohio’s own and a testimonial video from a local resident in recovery. Our goal was to create a memorable impression, an impactful moment, a reminder that no matter where they are, they are not alone on this journey.

Franklin County Public Health: Recover for Life, Patrice’s Story

As part of the Recover for Life campaign, we had the honor of talking with Patrice about her journey with substance use disorder and her path to recovery. This is that story brought to life with the help of the lovely human’s at Frost Motion, shared on social media and OTT.

SOCIAL | OOH | PRINT

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AMBIENT ACTIVATION — SUPPORT MURAL

To launch our Recover For Life campaign in the Franklin County community we teamed up with a local artist to create a support mural. Local news, politicians and the recovery community came out on reveal day to celebrate and participate in the anti-stigma campaign by writing directly on our mural a message of support to loved ones who may suffer from addiction. After the event, any passerby could add an additional message or read ones that have been left.

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THE RESULTS

  • Sparked a community rallying cry using local artists, creating a platform both in our wall mural and online for everyone (not just those addicted) to make a “promise” and recover for life

  • Website launch to encourage and remind residents that the opioid epidemic affects all of us

  • Social and digital campaign supported by traditional media to reach residents effectively and efficiently:

    • 818K Franklin County residents—81% of the population—were reached through digital ads with Recover For Life messaging

    • Earned a 43% increase in click-through rate (CTR) flight-over-flight.

    • 762.9K individual Franklin County residents (over 50% of the population) were reached through Recover For Life social media ads across Facebook, Instagram and Snapchat.

    • 19.6K users visited the Franklin County Recovers site for more information after seeing a Recover For Life ad.

  • Our PR launch event (even amidst COVID) centered garnered 18.7 million potential audience reach and 882K coverage views, with 3 of 4 major networks attending the launch and a $55K publicity value