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Launching a National Public Health Awareness Campaign for SAMHSA


Talking with kids about underage drinking is tough. That’s why SAMHSA challenged us to launch and promote a national campaign called “Talk. They Hear You.” The goal: get parents talking with their children as young as 9 about the implications behind underage drinking.


Partnering with Gallup, we developed a comprehensive national earned media campaign plan. Our team developed strategic media messages, created a suite of printed and electronic media materials, conducted extensive media outreach and planned a successful launch event.


  • More than 22,000 website visits in three months
  • More than 11,000 parent resource downloads
  • 427 total media placements, reaching an estimated 2.1 million people over three months
  • Successful launch event with more than 400 registrants for a nationally syndicated webcast.
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