Somerset County Health Department – Unmask Addiction Campaign

Opioid misuse has skyrocketed across the United States in recent years, leading to opioid use disorders, addiction, health issues, and household pain and heartbreak. The Somerset County Health Department (SCHD), located in southern Maryland, and their Opioid Misuse Prevention Program launched a campaign titled Unmask Addiction. The campaign focuses on generating awareness, promoting safe storage and disposal of prescription drugs or medications, and generating awareness of the help that’s offered in and around Somerset County.

The Channel team was hired by the SCHD to assist with these efforts through developing newly refined creative and building highly effective traditional, digital and social media tactics. The ultimate goal was to drive individuals to the refreshed Unmask Addiction website to increase the overall campaign awareness.

Channel planned and managed a three-month media campaign, which included behavioral display ads, monthly social media calendars, Facebook pay-per-click, and Facebook video pay-per-click advertising were used. 30-second radio also ran on two Somerset County stations featuring the local sheriff promoting the Unmask Addition site and encouraging listeners to call 911 or 443-523-1790 for treatment and help under Maryland’s Good Samaritan Law.