Entry Category
Program Entry – Overall Social Marketing
Name of Intervention/ Program
Know your Path DC
Background and Situation Analysis
The Opioid Advisory Commission and the Office of Opioid Abatement manage the Opioid Abatement Fund that is used to support the District’s efforts to curb the opioid epidemic and mitigate its effects. The Commission is responsible for making recommendations to the Mayor and the Council on how to appropriately use the Fund and District-wide goals, objectives, and performance indicators relating to opioid use disorder and co-occurring substance use and mental health disorders. The Commission recommended the implementation of a media campaign primarily directed toward people and communities impacted by substance use disorders (SUD). Octane Public Relations & Advertising has been contracted to create and implement a media campaign to spread awareness of signs of SUD, available resources, and other related information necessary to support individuals and communities who are struggling with the impacts of SUDs.
Priority Audiences(s)
Primary: – DC Residents of Wards 5, 7 and 8 – African American males ages 40-69 – Transitional Youth: 16 -25 Secondary: – Parents of youth: 14 – 24 – All DC Residents
Behavioral Objectives
The adoption of campaign mental health resources, support, and tools to support abstaining from opiate usage. In addition to all substance use disorders.
Description of Strategy/Intervention
Execute a media campaign to spread awareness of signs of substance use disorder (SUD), available resources, and other related information necessary to support individuals and communities who are struggling with the impacts of SUDs. As part of the overarching media campaign, Octane recommended a robust organic social media strategy to complement paid advertising activities. Platform Strategy: Instagram & Facebook – Youth-focused content: Share posts that resonate with teens, using real stories, relatable imagery, and emotional visuals that show the dangers of drug use, such as physical transformations. – Positive recovery stories: Share success stories of recovery that offer hope and solutions, reinforcing the message that it’s possible to overcome addiction. – Community engagement: Post about local events like wellness days or outreach opportunities in DC and tie these events to the campaign’s themes. – Collaborations with trusted figures: Feature teachers, coaches, and other community leaders as spokespersons to speak directly to the youth audience. X (formerly known as Twitter) and Bluesky – Data: Share statistics, real-life quotes, and action steps in short bursts, linking to additional resources. – Hashtags: Use #KnowYourStrength, #KnowYourRisk, and #DCStrong to create and follow conversations around opioid prevention and recovery. Content Strategy: – Plan weekly posts: rotate between the themes (e.g., Monday: “Know Your Risk,” Wednesday: “Know Your Strength,” Friday: “Know Your Resources”). – Community-driven content: incorporate by featuring success stories and event highlights. – Community events and local leaders: Highlight regularly, promoting DC-based events where the campaign can be physically present. – Thematic Months: Mental Health Awareness Month, etc., to align messaging with broader national campaigns. – Event Tie-ins: Create smaller campaigns tied to local events or national observances related to addiction and mental health for increased visibility. Goals and Rationales: – Educate and deter: Provide messaging that addresses the full cycle of addiction—from prevention to recovery—while focusing on deterrence for new users and hope for those in recovery. – Promote mental health: Highlight the link between mental health and addiction and make mental health care and support resources more accessible. – Build community relationships: Use community-driven content and in-person engagement to create trust and credibility in messaging. – Long-Term Goals: Include metrics for long-term impact, such as reducing opioid prescriptions in the targeted wards or increasing the number of individuals seeking help.
Implementation
To implement a comprehensive paid media campaign directed toward people and communities within our target demographic and location impacted by substance use disorders (SUD). 1. Website Development: Octane has created and developed a comprehensive website that serves as a repository for all campaign information and resources: https://knowyourpathdc.com/ 2. Paid Advertising: To strategically place advertisements where our target audiences will see and interact with ads at multiple touchpoints. Social Media – Instagram: https://www.instagram.com/knowyourpathdc/ – Facebook: https://www.facebook.com/profile.php?id=61573578491941 – X (Twitter): https://x.com/KnowYourPathDC – BlueSky: https://bsky.app/profile/knowyourpathdc.bsky.social Digital Programmatic Display Digital Out of Home: Geo-targeted through convenience stores, schools, doctor’s offices, bars/restaurants, taxis, grocery stores, and transit shelters. Out of Home/Street Magnets: targeting transit shelters and gas stations. Guerilla Posting: Posters plastered at gas stations and convenience stores. Radio: 15/:30 audio advertisement on Radio One, WPGC, WPRS, WMMJ, and WKYS Podcasts: City Cast DC – Read ads, stakeholder interviews, and newsletter Pizza Flyers: Flyers attached to pizza delivery boxes in targeted wards. Print: East of the River + Washington Informer. Video Testimonials: 3. Public Events: Promote the substance use prevention campaign and serve as an alternative to individuals engaging in substance use, with at least one taking place in Wards 5, 7, or 8.
Evaluation Methods and Results
Action Taken: Engagement QR code scans, link clicks, or follow-up resource visits tied to outreach materials and hyper-local posts. – Digital + Social Impressions: 2.1M – Digital OOH Impressions: 1.2M – Transit Shelter Impressions: 3.2 M – Radio Impressions: 1.9M Community Response & Sentiment (Ongoing): Qualitative feedback, recurring questions, and tone of engagement indicating trust and relevance. Reduction in Opioid-related deaths: 31.6% decrease in fatal opioid overdoses over the past 12 months.
Entry Number: 11