Case Study: Partners Spring Benefit
Helping Connect Individuals and Families to Life-Saving Treatment Through Strategic Digital Marketing
The opioid epidemic continues to impact individuals, families, and communities throughout New Jersey. To address this growing public health crisis, The Center for Alcohol and Drug Resources partnered with the Bergen County Prosecutor’s Office to launch STOPTHEODS.org, a comprehensive public awareness initiative designed to connect individuals struggling with opioid use disorder—and the people who care about them—to immediate treatment resources through a confidential treatment hotline and educational information.
Recognizing that reaching people at the right moment could save lives, the two organizations selected Do Good Marketing to design, develop, and maintain the STOPTHEODS.org website, and to create and execute a comprehensive digital marketing campaign to dramatically increase awareness throughout Bergen County and surrounding communities.
The Challenge
Public health awareness campaigns require more than broad visibility—they require reaching the right people at the right time with clear, trusted information and an easy path to action.
The Center for Alcohol and Drug Resources and the Bergen County Prosecutor’s Office sought to build a campaign that would educate the public about opioid addiction, reduce the stigma surrounding treatment, and connect individuals and families with immediate help through the STOPTHEODS treatment hotline.
Success would ultimately be measured not only by impressions and engagement but also by increased awareness of available treatment resources and by encouraging more individuals to seek help.
Our Solution
Working collaboratively with The Center for Alcohol and Drug Resources (TCADR) and the Bergen County Prosecutor’s Office, Do Good Marketing developed and executed a comprehensive digital communications strategy designed to increase awareness, educate the public, and connect individuals and families with life-saving treatment resources.
Understanding that many people seeking help begin their journey online, we focused on creating a digital experience that was informative, accessible, and action-oriented.
Our partnership included:
- Strategic planning and execution of a comprehensive digital awareness campaign
- Website design, development, and ongoing maintenance of STOPTHEODS.org
- User experience optimization to make treatment resources easy to locate and the treatment hotline easy to access
- Digital advertising strategy and campaign management
- Facebook advertising
- Instagram advertising
- LinkedIn advertising
- X (formerly Twitter) advertising
- Geographic audience targeting throughout Bergen County and neighboring communities
- Continuous campaign monitoring, reporting, and optimization to maximize engagement and performance
Every element of the campaign was designed with one objective in mind: ensuring that individuals struggling with opioid addiction—or concerned family members and friends—could quickly find trusted information and connect with treatment services when they needed them most.
By integrating compelling creative, strategic audience targeting, and ongoing performance optimization, Do Good Marketing helped transform STOPTHEODS.org into a highly visible community resource supporting one of the region’s most important public health initiatives.
The Results
The campaign significantly exceeded industry benchmarks while dramatically increasing awareness of treatment resources throughout Northern New Jersey.
Campaign Highlights
- More than 10.4 million digital impressions delivered across targeted communities
- 16,577 website visits generated through digital advertising
- Overall campaign click-through rate (CTR) of 0.159%, more than double the industry engagement benchmark of 0.07%
- May and June campaigns achieved the strongest performance, delivering an exceptional 0.177% CTR
- Both advertising flights exceeded engagement benchmarks, successfully driving qualified traffic to STOPTHEODS.org
- Increased public awareness and brand recognition for the STOPTHEODS initiative throughout Bergen County
Community Performance
Advertising generated consistent engagement across multiple Bergen County communities, with particularly strong performance in:
- Hackensack — 2.38 million impressions | 4,746 clicks | 0.199% CTR
- Garfield — 1.08 million impressions | 1,850 clicks | 0.171% CTR
- Lodi — 755,303 impressions | 1,264 clicks | 0.167% CTR
- Elmwood Park — 719,376 impressions | 1,123 clicks | 0.156% CTR
- Saddle Brook — 584,222 impressions | 909 clicks | 0.156% CTR
These communities consistently outperformed campaign benchmarks, demonstrating the effectiveness of targeted messaging and strategic audience segmentation.
Campaign Performance Summary
The campaign also exceeded expectations across multiple advertising formats:
Video Completed Views
- Goal: 794,250
- Delivered: 1,848,060
- 57% above goal
Video Click-Through Rate
- Benchmark: 0.07%
- Delivered: 0.21%
- 67% above benchmark
Display Advertising Impressions
- Goal: 3,245,000
- Delivered: 5,384,538
- 40% above goal
Display Click-Through Rate
- Goal: 3,245,000
- Delivered: 5,384,538
- 40% above goal
- Benchmark: 0.07%
- Delivered: 0.11%
- 36% above benchmark
While the video completion rate finished slightly below the original target, the campaign’s exceptional click-through rates and overall engagement demonstrated that the messaging successfully motivated users to visit the website and explore available treatment resources.
Most importantly, the campaign helped fulfill the shared mission of The Center for Alcohol and Drug Resources, the Bergen County Prosecutor’s Office, and Do Good Marketing: increasing public awareness, reducing barriers to treatment, and making it easier for individuals and families affected by opioid addiction to find help when they needed it most.
Why It Matters
The STOPTHEODS initiative demonstrates what is possible when nonprofit organizations, government agencies, and experienced marketing professionals work together toward a common goal.
By combining the public health expertise of The Center for Alcohol and Drug Resources, the community leadership of the Bergen County Prosecutor’s Office, and Do Good Marketing’s digital marketing expertise, the campaign reached millions of targeted individuals throughout Northern New Jersey while directing thousands of visitors to critical treatment resources.
Every impression increased awareness. Every click represented an opportunity for someone struggling with opioid addiction—or a concerned family member or friend—to find trusted information and connect with life-saving treatment.
The campaign serves as an example of how strategic marketing can support public health initiatives, strengthen community partnerships, and ultimately help save lives.