Alabama launches opioid awareness campaign with targeted marketing and new resources

The Alabama Joint Oversight Commission on Opioid Settlement Funds convened on March 19, 2025, to discuss the progress and future plans of their opioid awareness campaign. The meeting highlighted recent marketing efforts aimed at educating the public about the dangers of opioids and promoting recovery resources.

The session began with a presentation from Mr. Pro, who provided updates on the campaign's soft launch. He noted the visibility of new advertisements along Interstate 65 and Interstate 85, which are part of a broader strategy to raise awareness about opioid addiction. The campaign has included outdoor boards, digital banner ads, and the establishment of social media channels, despite facing challenges with platforms like Meta regarding content restrictions related to opioids.

Mr. Pro emphasized the importance of audience segmentation in their marketing approach, targeting high-risk groups such as veterans and blue-collar workers. The campaign aims to deliver tailored messages that resonate with these audiences, directing them to the newly developed microsite, opioidstake.com, which serves as a resource for information on opioid addiction and recovery.

The commission discussed plans for a comprehensive marketing strategy set to launch in May, which will include a full media buy and a focus on educating the public about the risks associated with opioids, including the dangers of fentanyl. The campaign will also feature testimonials from individuals affected by opioid addiction, highlighting personal stories of recovery.

In addition to the marketing efforts, the commission is working closely with the Department of Mental Health to ensure that the website becomes a central hub for information and resources related to opioid addiction. The full website is expected to launch in early May, with ongoing updates and content additions planned.

The meeting concluded with a discussion on measuring the campaign's success, focusing on website traffic, content engagement, and overall awareness across the state. The commission is committed to evaluating the effectiveness of their initiatives and making adjustments as necessary to achieve their goals.