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State launches opioid awareness marketing campaign and builds website to steer people to help
Summary
The commission heard a presentation on a statewide marketing campaign, including a microsite and planned full website (opioidstake.com), target audiences, and measurement plans with a campaign launch slated for late April to early May.
The Oversight Commission on Alabama Opioid Settlement Funds heard an update on the statewide marketing and awareness campaign funded by opioid settlement dollars.
Brian Conley, the campaign lead, told the committee ‘‘If you've been driving up and down I‑65 or I‑85, you've probably seen the new ads.’’ He said the team did a ‘‘soft launch’’ consisting of outdoor billboards, digital banners and social channels while developing the full creative assets and a microsite that will expand into a full website at opioidstake.com.
Conley described an audience‑first strategy that prioritizes impacted family members, caregivers and high‑risk groups such as veterans and blue‑collar workers. The campaign will pair broad reach media with highly targeted placements in specific counties and a four‑to‑five‑month initial media wave beginning in late April or early May, with possible sports‑marketing opportunities later in the year.
Conley acknowledged platform restrictions: he said Meta has ‘‘issues with the word opioids’’ and the team is working with Meta at the national level to clear messaging for longer‑term presence on social platforms. He said the website will include educational materials, overdose‑response guidance and links to partner organizations. The presentation also outlined plans for testimonial stories, video content, social engagement strategies and an analytics plan for measuring website traffic, content downloads and a brand pulse pre/post awareness study.
Committee members asked how success will be measured. Conley said early measures will include website visits and content engagement and that longer‑term measurement will use semiannual brand pulse studies to track changes in awareness and attitudes. He emphasized the campaign's role as an awareness and referral channel rather than a replacement for clinical or law‑enforcement interventions; the campaign’s role is to drive people to state and partner resources for help.
Ending: The committee welcomed regular updates on creative development and media placement as the campaign moves from microsite to full website and into a broader media buy.
