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Recycled Flyer Branded with a Public Service Message Drives Web Traffic and Program Awareness for The State of Utah’s Anti-Meth Campaign Led by the Marketing and PR Firm, RIESTER

Challenge: To drive web traffic and program awareness with a kid-friendly promotional product.

Public service messages that require broad consumption, such as those related to literacy, obesity, drug abuse and other social concerns, typically rely on integrated marketing campaigns to deliver one, key audience-oriented message through the media most likely to be heard, seen and experienced by targets. The idea is that the various media together will make a synergistic impact that is larger and stronger than the impact of its individual components.

RIESTER, a full-service marketing and public relations firm, one of the largest in the Western United States, recently launched an integrated campaign for the State of Utah designed to raise awareness about the hazards of methamphetamine use. The campaign included television, radio and print ads in English and Spanish, an educational website, and a community outreach program with education materials to bring the campaign home to residents of Utah’s counties.

For the campaign, RIESTER worked with members of the Utah Methamphetamine Joint Task Force, formed by Governor Jon Huntsman Jr. and the Utah Association of Counties. As a part of the community outreach program, the task force team wanted a promotional product that would work to raise awareness and drive traffic to the website—a product kids would play with instead of throwing away or tucking into a drawer, never to be seen again.

Solution: A 9.25-inch recycled flyer with high fun-potential—and a large space for branding.

With those goals in mind, RIESTER browsed ePromos’ extensive web catalog and suggested a few playful products to their client. Their choice? The 9.25-inch recycled flyer, recycled so the Task Force could do their part to help the environment, a flyer because parents, kids, social workers and other concerned citizens attending county awareness programs would be likely to take them, and their branded message, home. A non-recycled version of the flyer is available on ePromos’ website as well.

Result: Wellness centers across Utah quickly deplete inventory of messaged awareness flyers.

RIESTER tells us that the flyers succeeded in driving people to the campaign website and contributed to the program’s success. The flyers, with a large area available for branding, were imprinted with the campaign’s bold black and yellow “warning” colors and a key campaign message—“Your loved one on meth isn’t a lost cause. They have you.”—as well as a phone number to call for more information and the campaign web address. The team also reports that staff members at wellness facilities in 13 counties across Utah enjoyed giving the fun flyers out and have already depleted their supplies.


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