California Methamphetamine Initiative – Me Not Meth
Public Relations
Content Marketing
Marketing Strategy
Project Overview
In 2007, Message Principal Steve Caplan was Partner and General Manager of the Los Angeles office for DC-based cause marketing agency GMMB. At the time, the California Department of Alcohol and Drug Programs hired GMMB to develop branding, messaging and advertising for a new effort to prevent and reduce meth use among White, Latino and African-American gay men, among whom meth use had reached epidemic proportions. After extensive research, his team developed a brand and message strategy focused on emotional messages rather than the typical, frightening anti-drug messages, and implemented an innovative media plan that reached the target audience beyond the confines of traditional media.Client
California Department of Alcohol and Drug ProgramsTags
Messaging
Brand
Communications
Audience
Media
California
Healthcare
