The Behavioral Health Services division of the Frederick County (MD) Health Department (FCHD) offers programs, resources, and services aimed at preventing substance abuse. Following our successful partnership in creating and deploying the “Take Back My Life” opioid addiction campaign, FCHD engaged the Channel team again to develop a branding approach that encompassed a broader range of the division’s addiction prevention outreach, which included binge drinking and smoking.
We created a branding platform centered on the theme of “Stay in the Know” that avoided shock and scare tactics and recognized the freedom of young adults to make their own decisions. The campaign focused on presenting a range of practical facts and tips that simply helped individuals be more informed in their choices going forward. These messages appeared on a landing page, downloadable information cards and posters, a brochure, social media posts, as well as videos featuring actors narrating true-to-life scenarios involving excessive alcohol consumption.