ReachNJ set out to connect directly with patients, families, and healthcare providers at critical moments of need by raising awareness of the confidential support available to those struggling with substance use. Hospital environments carry particular weight for this message, reaching people during health crises alongside the clinicians who encounter substance use disorder daily and need resources to hand along.

Strategy

The campaign leveraged trusted hospital settings and high-visibility placements to reduce stigma, encourage help-seeking behavior, and ensure that individuals across New Jersey knew where to turn for immediate, accessible support. Positioning the message inside a care environment rather than alongside general-market advertising gave it credibility that other channels cannot replicate.

Execution

Innovare Media placed ReachNJ messaging statewide, directly in front of working nurses and healthcare providers as well as patients, visitors, and families. Hospital Placed Media offers the only vehicle for reaching these audiences inside hospital campuses, delivering more than 26.4 million impressions across 25 units throughout New Jersey.