Challenge

The opioid crisis plaguing the United States hit New Hampshire especially hard. Dartmouth-Hitchcock Health (D-HH), New Hampshire’s largest health care provider and the state’s only academic health system, wanted to show case its opioid-related research, innovative programs and initiatives, including the nationally-recognized “Moms in Recovery,” program and position D-HH and its experts as leaders in combating the opioid crisis.

Strategy & Tactics

Montagne launched an integrated strategic communications and brand awareness campaign, designed to garner media coverage and increase public awareness of D-HH’s efforts on the front lines of the opioid crisis. Our strategy included producing and hosting a day-long forum focused on mothers, children, and families, which brought together local, regional and national experts including U.S. Surgeon General Jerome M. Adams, MD, MPH, New Hampshire Governor Chris Sununu, U.S. Senator Jeanne Shaheen and D-HH experts for an exchange of ideas in combating the opioid crisis.

Results

The forum was full to capacity with more than 500 attendees including a packed media center. We secured 72 clips in local, regional and national media outlets, with 55 million in combined print, online and broadcast impressions –and helped bring this important issue to the forefront of public awareness.

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