Montgomery County Recovery Center & Center of Excellence: Community Awareness Campaign

The Challenge

‍Montgomery County Recovery Center (MCRC) and Center of Excellence (COE), two Resources for Human Development programs in Norristown, PA, needed to increase awareness and attract new clients to their recovery services. Backed by an $18,500 grant, the process began in August to plan and execute a comprehensive multi-channel campaign. They needed a strategic, culturally responsive autumn rollout that would reach their community directly where they were.

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The Strategy

Working closely with program directors, I gathered insights about current participants. The target audience primarily consisted of Hispanic and White demographics who engaged with traditional media, particularly local radio. I developed a multi-channel approach designed to meet people in their daily routines:

• Radio ads on both Spanish and English stations based on participants' listening habits.
• Direct mailers to 4,000 households, strategically targeted by income and lifestyle demographics to maximize impact while staying within budget.  
• A high-visibility 30-day live billboard placement in high traffic areas, which generated 283,978 impressions during its run.

To ensure accessibility, I crafted messaging that was clear, compassionate, and easy to understand. This was critical for reaching people in crisis and their families. The core message centered on judgment-free care and the reminder that "you are not alone, we are here to help you."

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My Role

• Campaign strategy and media planning
• Copywriting for all touchpoints
• Graphic design for mailers and billboards
• Vendor sourcing and management
• Website development
• Weekly stakeholder meetings with program leadership

The Approach

‍The campaign's creative centered on removing stigma and creating a connection. I selected imagery that, while potentially uncomfortable, authentically reflected the reality of addiction. This allowed people to see themselves or their loved ones in the message. This authentic approach was essential for building trust with an audience that has often felt judged or invisible.

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The biggest challenge was budget allocation: postage costs threatened to consume the entire mailer budget. By refining our targeting to focus on specific income levels, lifestyles, and geographic areas, I reduced the mailing list while actually improving relevance. I also navigated multiple rounds of stakeholder approval to balance authentic messaging with organizational comfort levels. Ultimately, I maintained the campaign's emotional impact while securing buy-in.

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