Indiana Youth Services Association

Nonprofit

Nearly 600K

college students and parents reached

6 lives saved

through use of the Indiana Lifeline Law

Over 100K

video impressions served statewide

THE CHALLENGE

Indiana Youth Services Association wanted to bring awareness to the Indiana Lifeline Law and empower young people to call or text 911 in an emergency and to know the signs of alcohol poisoning.

 

THE EMMIS MARKETING SOLUTION

After assessing the client’s goals of the campaign, the Emmis Marketing strategy team created a flighted annual social media campaign to help drive awareness to the dangers of alcohol poisoning and the Indiana Lifeline Law.

The Emmis Marketing team targeted the campaign to college and high school aged persons and their parents across Indiana, paying close attention to areas known for under-age or a very active drinking culture. Emmis Marketing created a call to action hashtag around which the campaign centered and used a variety of platforms including Snapchat, Facebook & Instagram. These platforms were used in tandem with creative that was consistently fresh and customized for demographics and platform delivery to better reach and engage the target audiences. Emmis Marketing also employed a Connected TV strategy in which an emotional testimonial video was given to drive home the seriousness of the issue and was relevant and relatable to a larger audience.

Industry

Government

Services Provided

Social Media Marketing and Content Development, Display, and Geo-fence Advertising, Video Production, OTT/Connected TV Advertising
Street corner with College Avenue road sign, one way sign, and a neon business sign the reads REEDS

THE RESULTS

Over 3 months we reached nearly 600K students on Indiana college campuses and delivered 100,000 video commercials into homes throughout the state. As a result of the campaign there were 6 lives saved through the use of the Indiana Lifeline Law. 

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