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SD DEPARTMENT OF SOCIAL SERVICES

Statewide Prevention Campaign

SD Department of Social Services

The Be The 1 SD campaign was created in the spring of 2018 in partnership with the South Dakota Department of Social Services with funding granted from the Substance Abuse and Mental Health Services Administration (SAMHSA). The purpose of this campaign was to generate awareness among the 10–24 age group to be the one to act if they notice a peer with signs of crisis or depression that could lead to suicide. The campaign ran for 6 weeks from April 16 – May 31, 2018.

Since the campaign was brand new, we created a campaign logo, brand theme and copy, PSA videos, long form videos, radio commercials, online ads, social ads and content, a campaign landing page, press release, posters, referral cards, brochures, banner stand, and media buy to cover the target demographic across the state of South Dakota.

:30 RADIO PSA
"BE THE ONE"
:30 RADIO PSA
"HE WAS THE ONE"

Caliber Creative tested the creative as well as the media strategy with a focus group of teens to ensure our message would resonate with and reach the target audience as well. The feedback provided by the focus group participants was helpful to ensure we were heading in the right direction and to place focus on the correct media strategy.

Over 2.3 million total impressions were received between the Display, Video, SnapChat and Instagram ads. The BeThe1SD.com campaign landing page received 3,209 page views which was over half of the total traffic to sdsuicidprevention.com during the campaign period. Along with 12,402 cable TV spots, there were 1,560 radio spots and 1,120 bonus spots on 9 stations.