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2016 Opioid Campaign Evaluation Summary

published by [email protected]

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2016 Opioid Campaign Evaluation
Summary
Phase 1 Opioid Campaign ads ran August - November 2016
Perceived Effectiveness of Ads
Neutral
Good/Great
Bad/Horrible
43%
42%
15%
What People Liked
What People Did NOT Like
Design
People Featured
Design
Message
Treatment of Photos
Message
1 out of 3
More than
Could remember a slogan or words from the ad
impressions
26,000,000
An impression is an opportunity for someone to see or interact with an ad - the potential eyes on the ad.
It's addictive.
Action and Understanding
It can happen to anyone.
18%
Anyone can become addicted to pain pills.
11%
26%
3%
Better understand dangers
Talked to friends or loved ones
Would stop and think before taking Rx pain pills
4%
0%
Talked to their doctors
Visited the website
Called the hotline
Took no action as a result of seeing the ads
47%
Of those who recalled seeing the ads:
Intent
20%
31%
27%
32%
3%
19%
Of those seeing the ads for the FIRST time:
Wanted to know more about the dangers
Would talk to a friend or loved one
Would talk to their doctors
Would stop and think before taking Rx pain pills
Would call the hotline
Would visit the website
7%
Would seek help for abuse
37%
Would take no action as a result of seeing the ads
Important notes
*This evaluation survey was not a scientific survey. Results should be interpreted with caution, but can be a valuable tool for developing future communications efforts. Survey responses were collected primarily online through a Survey Monkey survey, but a small portion were collected face-to-face. Media impressions are based on estimates provided by media outlets.
March 20, 2017
3 out of 4
had seen an ad about Rx pain pills and addiction
Billboards (8 weeks)
Transit (12+ weeks)
Cable On-air/On-line (8 weeks)
Community News (8 weeks)
75%
7%
15%
40%
Where did they see ads?
people responded to our evaluation survey*
152
Interesting to note: Of those seeing the ad for the first time, their intent to act was far greater than the  real actions taken by those who had seen the ad before.
Participants in the campaign reported lots of good feedback, good conversations, and information sharing.