Channel team completes campaign to increase participants in critical smoking research study
BALTIMORE, MD, May 5, 2015—Cory Farrugia, President of Channel, announced that the firm’s recent campaign to assist The National Institute of Drug Abuse (NIDA), a division of the National Institutes of Health (NIH), in recruiting potential participants for a smoking research study was a major success.
“Our multi-channel campaign helped attract over 400 candidates for screening,” said Farrugia. “We think the creative approach in our work, which invited a degree of engagement from prospects, helped spur interest in the study and contributed to the results. Our client was very supportive of our approach and provided the fast approval and guidance we needed to launch the campaign on a compressed timetable.”
The campaign, which ran earlier this year from January 19 through March 22 in Baltimore, targeted three types of smokers: current smokers who were looking to quit; current smokers not interested in quitting yet; and former smokers. Components of the campaign included a :30 TV spot, print and online ads, direct mail, and brochures—all designed to drive potential research participants to a landing page (also created by Channel) to learn more about the study and to schedule a screening call.
The television spot was especially effective in generating interest for the study, pulling in 300 leads by itself. The landing page received over 1,200 visits from online banner ads alone; a booth at a local one-day health expo helped capture 80 names. Furthermore, while the campaign was accessible to the general population, it was directed to population segments that were likely to show higher interest in smoking and/or research participation, such as military personnel and college students.
NIDA is a U.S. federal-government research institute focused on applying science to address drug abuse and addiction. It coordinates research into a wide range of substances that lead to abuse, including alcohol, tobacco, cocaine, heroin, marijuana, prescription drugs, steroids, methamphetamines, and others. The institute was established in 1974 and became part of the National Institutes of Health in 1992, under the direction of the U.S. Department of Health and Human Services.
About the Channel team
With offices in Baltimore, Maryland and Washington, DC; Channel provides a full range of integrated marketing services, including branding, marketing communications and advertising, and broadcast and interactive media.