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Opioid board renews billboard and mall-screen contracts, plans local ad campaign
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Summary
The board approved six-month renewals for billboard and Stones River Mall screen ads and asked staff to bring back a 30-second commercial mock-up that emphasizes local testimony plus statistics; contracts total about $8,317.50 for six months.
The Rutherford County Opioid Board approved two six-month advertising renewals and discussed creative direction for a short public-service commercial.
Staff reported a $6,400 renewal for Lamar billboards and a $1,917.50 renewal for the Smartlight screen at Stones River Mall; both renewals were approved to avoid disruption in advertising placements. Sarah (staff) told the board the streaming placements can be tailored by age group and recommended combining local testimony with county statistics to increase impact. "I really wanna make it as local as possible so that people realize this is a Rutherford County program," she said.
Board members debated tone and audience. Some members favored stark personal testimony to convey the harms of addiction; others preferred data-driven spots and QR codes linking to resources to engage viewers without graphic content that could be inappropriate for younger audiences.
Staff said the streaming ad will be produced as a 30-second spot and offered to return next month with a mock-up and suggested messaging points (website, helpline number, and how to access local resources). The board asked staff to solicit input from people with lived experience and to ensure materials are age-appropriate for theater audiences.
