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Four vendors present competing media strategies to Luzerne County opioid commission; county will review proposals
Summary
Kudu Creative, 7 Mountains Media, WNEP and WBRE/WYOU presented creative and media plans for county opioid-settlement-funded public education; proposals ranged from billboards and direct mail to targeted streaming and video, and the opioid commission will evaluate next steps.
Four marketing and media firms presented competing plans to Luzerne County Council and the opioid commission for a multimedia public-education campaign funded from opioid settlement dollars.
Presenters described creative concepts, distribution plans and metrics they said would raise awareness of fentanyl risks, expand Narcan access and promote treatment and harm-reduction resources.
Sarah Clark of Kudu Creative described “Fake is Real,” a fentanyl-awareness campaign the firm created for Northampton County. Clark said her firm has distributed more than 1,000 Narcan kits and used mass direct mail — 50,000 mailings — to distribute Deterra drug-disposal pouches. “If everybody used those pouches, that would eliminate over 6 million pills not reaching the street,” she said, citing the campaign’s distribution metrics.
Courtney Schegda of 7 Mountains Media proposed a multichannel “Hope and Help” campaign centered on a county-specific website, targeted streaming and radio placements, and digital tactics tailored by ZIP code and behavior to reach residents and caregivers. “We want it to be hand in hand with other media partners in the county,” Schegda said, adding that the vendor would provide monthly analytics.
Ed Hart, director of sales at WNEP-TV, told council his station would emphasize news-based storytelling and local-focused segments, combined with streaming inventory and targeted OTT (over-the-top) delivery. “We have the largest website. We have a streaming app… Tens of millions of minutes every single month,” Hart said, arguing the station’s reach in Luzerne County would maximize exposure.
A WBRE/WYOU representative proposed a five-pillar strategy built around video and targeted streaming and said the firm expected it could deliver roughly 90 million educational impressions over a year to Luzerne County residents. The presenter said a total multimedia package across five pillars would cost about $985,000 and noted the county has been awarded more than $32 million in opioid-settlement funds to date.
Council members and staff stressed that the presentations were informational; the opioid commission—not council—will weigh funding recommendations. Manager Romilda Crocamo and commission members present said the commission has not made decisions and will continue reviewing applicants and budgets. The council scheduled no vote; presentations and slide decks will be posted for the public and the commission to consider.
