In 2013-2014, Trillium managed the Substance Abuse and Mental Health Services Administration’s (SAMHSA) national “Talk. They Hear You.” campaign, leading a multi-contractor team in PSA development and placement, earned media, social media, materials development, development of a conversation role-play mobile app, partnership activities, and evaluation. During this time, the campaign reached 1.7 billion impressions and an advertising equivalency of more than $24 million. It also garnered national recognition for SAMHSA, including being featured in the HHS 2013 Year in Review video.
Managing the campaign followed Trillium team members’ earlier work as Gallup employees to conduct formative research and develop the strategic plan for the “Talk. They Hear You.” campaign. To address the problem of underage drinking, the campaign was designed to reach parents and caregivers of children 9–15 (the age at which most begin drinking) since research shows that parents are the best prevention messengers as young people begin making decisions about alcohol.