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Office of Addiction Services & Supports

New York State has continued to see a rise in usage of cannabis, alcohol, and drugs among youth and young adult populations, and an increase in fatal overdoses even among populations that do not necessarily have a history of substance use disorder.

  • Market Research

  • Key Messages

  • Positioning Strategy

  • Branding

  • Creative Design

  • Market Research

  • Key Messages

  • Positioning Strategy

  • Branding

  • Creative Design

Mockup of an OASAS sign

The Challenge

OASAS hired BBG&G to develop fact-based campaigns focused on prevention, founded on solid research conducted among suburban, urban, and rural audiences, divided additionally into English-speaking and Spanish-speaking groups.

Mockup of an OASAS billboard ad in Spanish
Mockup of Spanish OASAS ad on subway
Mockup of OASAS Fentanyl overdose prevention ad at bus stop

Market Research

  • Industry and stakeholder intake and research
  • Focus groups among:
    • youth (ages 12-17)
    • parents and guardians
    • young adults (ages 18-25)
  • Individual Direct Interviews (IDI’s) with referral sources
  • Positioning & Message Strategy
OASAS Case Study Teen Findings report page
OASAS Case Study Parent Campaign Testing report page
In-feed OASAS FB ad
In-feed OASAS FB ad
Side-by-side mobile phone mockups of OASAS prevention ads in English and Spanish

Creative Design & Production

BBG&G created multi-lingual and multi-audience media assets for print, radio, video, and digital.

  • Social and digital campaign assets
  • Video & TV spots
  • Radio spots
  • Out-of-home
  • Transportation media
  • Bus wraps

Campaign targeting includes market selection by age, preferences, and zip code.