Maryland's Good Samaritan Law

The Maryland State Ad Agency (MSAA) designed and executed an advertising campaign for the Maryland Department of Health (MDH) to raise awareness of Maryland’s Good Samaritan Law. Also known as the Good Sam Law, this legislation protects those who assist an individual suffering from an emergency alcohol or drug-related overdose. It also protects the person(s) experiencing the emergency situation. Due to the sensitive nature of the topic, MSAA needed to create the messaging without using any words or images that could possibly trigger relapse on the part of a substance abuser (such as drug overdose victims & paraphanelia). MSAA invested time researching and pre-planning so that it could quickly launch the effort once the MDH greenlit the campaign.

The target demographic for the campaign was a general audience of persons aged 14-17, 50% males and 50% females. The campaign included broadcast TV, cable TV, public TV, OTT, audio streaming, broadcast radio, digital, print and geo-targeted mobile media throughout Maryland.

MSAA was proud to work with MDH to help get this message to the citizens of Maryland and to help reduce the number of overdose deaths.