MUSE Gold

2022

MethFree LA County: Behind the Face

Entrant Company

Rescue | The Behavior Change Agency

Category

Video - Government

Client's Name

County of Los Angeles Public Health Substance Abuse Prevention and Control (SAPC)

Country / Region

United States

From 2017 to 2019, there was a 66% rise in meth-related deaths in Los Angeles County. The “Behind the Face” campaign was created to reduce meth use and meth related deaths. The campaign messaging looks beyond the stereotype of who meth users are and what they look like by explaining that meth damage and addiction begins long before any visible physical effects. This video educates the public, debunks assumptions pertaining to meth use, and identifies potential signs of meth addiction to help identify family and friends that may need help. Behind the Face generated 51MM impressions, 759K exploratory engagements, and 2.9K active engagements. Overall, the campaign successfully delivered the message to the target audiences, exceeding reach/frequency expectations.

Credits

Client - Chief, Equitable Access and Promotion Unit County of Los Angeles Public Health Substance Abuse Prevention and Control (SAPC)
Antonne Moore
Client - Health Program Analyst County of Los Angeles Public Health Substance Abuse Prevention and Control (SAPC)
Rangell Oruga
Client - Staff Analyst County of Los Angeles Public Health Substance Abuse Prevention and Control (SAPC)
Cherene Cexil
Creative Director Rescue Agency
KC Campbell
Producer Rescue Agency
Karin Fittante
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