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. With an $18,500 grant and a one-month timeline, they needed a strategic, culturally responsive campaign that would reach their community where they were.
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
- Billboard placement in high traffic areas generates 283,978 weekly impressions per spot
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: judgment-free care and "you're not alone, we're here to help you."
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.
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.
