Muse Ondcp Case-study

Case Study Office of National Drug Control Policy (ONDCP) Background The Office of National Drug Control Policy implemented the first ever paid media campaign to educate and enable America’s youth to reject illegal drugs. This was the first as well as the largest and most comprehensive media campaign to speak to a multicultural audience. Agency Role Muse Communications served as the multicultural agency working closely with Ogilvy and Fleishman Hillard Public Relations to address America’s youth and their parents. Our task was to communicate ONDCP’s antidrug message to all Americans including hard to reach populations through a multi media platform using relevant messages. The program reached eleven different ethnic groups and was produced in 15 different languages, notably three Native American dialects. Strict media expectations were established and the Agency was asked to negotiate a minimum of 1:1 paid to nonpaid media placements. Creative Development The media plan included TV, radio, print, OOH and online activity. The “AntiDrug” theme was adapted for all ethnic segments using cultural insights to ensure relevancy. Results As a result of the ONDCP campaign targeting teenage Americans and their parents, a 2004 study released by the Partnership for a Drug Free America, showed an overall decline in teen marijuana use. Qualitative research did indicate high levels of campaign awareness and an increase in requests for ethnic language brochures on marijuana via the new tollfree line. For More Information about our healthcare marketing services, please contact: Shelley Yamane email: [email protected] Candace Rohr email: [email protected] Muse Communications 9543 Culver Blvd., 2 nd Floor Culver City, CA 90232 Phone: 310.945.4100

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Transcript of Muse Ondcp Case-study

Case Study Office of National Drug Control Policy (ONDCP) Background The Office of National Drug Control Policy implemented the first ever paid media campaign to educate and enable America’s youth to reject illegal drugs. This was the first as well as the largest and most comprehensive media campaign to speak to a multicultural audience. Agency Role Muse Communications served as the multicultural agency working closely with Ogilvy and Fleishman-‐Hillard Public Relations to address America’s youth and their parents. Our task was to communicate ONDCP’s anti-‐drug message to all Americans including hard to reach populations through a multi media platform using relevant messages. The program reached eleven different ethnic groups and was produced in 15 different languages, notably three Native American dialects. Strict media expectations were established and the Agency was asked to negotiate a minimum of 1:1 paid to non-‐paid media placements. Creative Development The media plan included TV, radio, print, OOH and on-‐line activity. The “Anti-‐Drug” theme was adapted for all ethnic segments using cultural insights to ensure relevancy. Results As a result of the ONDCP campaign targeting teenage Americans and their parents, a 2004 study released by the Partnership for a Drug Free America, showed an overall decline in teen marijuana use. Qualitative research did indicate high levels of campaign awareness and an increase in requests for ethnic language brochures on marijuana via the new toll-‐free line. For More Information about our healthcare marketing services, please contact: Shelley Yamane email: [email protected]

Candace Rohr email: [email protected]

Muse Communications 9543 Culver Blvd., 2nd Floor Culver City, CA 90232 Phone: 310.945.4100