In a state plagued by one of the highest opioid overdose death rates in the nation, Pennsylvania’s public media stations tapped SteegeThomson to promote Battling Opioids, an unprecedented collaboration aimed at reducing the stigma of opioid use disorder and connecting those in need to local resources.
We created the brand, a website, social media platforms, and digital and outdoor advertising. We also conducted strategic media outreach and helped to fill a calendar of public screening events statewide. Perhaps most importantly, our award-winning, multi-platform strategy helped to raise the profile of public media as key conveners around matters of local importance, creating a presence at the nation’s largest Recovery Walk, organizing a Recovery Week event for legislators at the state capitol, and producing a panel at the Pennsylvania Conference for Women. As a result, Pennsylvania PBS grew its annual funding from the Pennsylvania legislature appreciably, and has retained it. As of 2021, the Battling Opioids program is in its fourth year.