Abbott / Case Study
NOT IN MY HOUSE
Prescription drug abuse is the fastest-growing form of substance abuse among teenagers. To help parents understand the epidemic, Abbott and the Partnership for a Drug-Free America turned to Motion to develop a national awareness campaign.
Motion began by creating a program name that would strike a chord with parents and create a call to arms. Our solution: “Not in my house.” Campaign elements featured arresting statistics about prescription drug abuse and lingo teens use.
The press launch took place at a penthouse in New York City, a venue chosen to reinforce the in-home setting in which prescription drug abuse occurs. To promote the event, Motion developed an integrated teaser campaign for members of the media featuring dramatic statistics and stark color.
The media strategy was designed to drive traffic to NotInMyHouse.com. Accordingly, the majority of the media budget was deployed against online tactics. To leverage the impact of social media, we partnered with a niche media agency to engage more than 100 influential mom bloggers around the country.
Since its launch, NotInMyHouse.com has been featured in numerous national media outlets including CNN, Good Morning America, Newsweek, and Reader’s Digest. More than 750,000 people have visited the site.