Curaleaf

Rooted in Good

Curaleaf

The Situation

Engaging Audiences and
Creating Impact

Curaleaf is a leading international cannabis provider with a mission to improve lives through clarity around cannabis, and confidence around consumption. Curaleaf expanded its corporate social responsibility work with the launch of its Rooted in Good program, committed to achieving positive change in cannabis through diversity, equity and inclusion, social equity, and environmental sustainability. Rooted in Good reinforces the process of rooting out systemic racism and making positive, intentional efforts to achieve equity in the cannabis community.

Curaleaf hired Octane to develop a communications strategy for Rooted in Good, including its launch strategy and ongoing communications and public relations efforts.

The
Process

Octane worked with Curaleaf to identify goals and develop a strategic public relations plan for Rooted in Good, garnering awareness for its continuous equity programs and initiatives, as well as general brand recognition amongst target audiences. 

The primary sources of outreach includes press releases, Op-Ed pieces, blogs, thought leadership strategy, and earned media outreach to national, local and trade publications. Additionally, Octane provided branding and marketing support, including development of the Rooted in Good logo and media kit. 

Goals

• Deploy comprehensive, integrated communications plan that brings awareness to Curaleaf’s Rooted In Good initiative
• Build key messages and milestones to increase visibility
• Promote the impactful partnerships and contributions made by Rooted in Good
• Highlight Curaleaf’s continued commitment to advancing social equity

The Results

As a result of Octane’s strategy and implementation Curealeaf’s Rooted in Good initiative has been given increased visibility across the country. Octane’s efforts lead to multiple articles in the USA Today, the Washington Informer, NewsOne and many other publications.

  • Maintained consistent monthly media coverage across national, local and trade publications
  • 512M+ media impressions
  • 100% of coverage included Rooted in Good spokespeople

Key coverage highlights in national, local and cannabis trade publications – i.e. USA Today, FOX Soul, NewsOne, Roland Martin Unfiltered, etc.

Coverage

USA Today

FOX Soul

NewsOne

Roland Martin Show

Washington Informer

Love & Respect with Killer Mike

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The Blunt Truth

WE’D LOVE TO
BUILD SOMETHING
GREAT TOGETHER.

Our Solutions Provide Real Value So You Can Achieve Your Goals.
Contact Octane

Get Checked DC

Get Checked dc

hahsta

The Situation

Improving Health & Emotional Wellbeing

July 27, 2020 marked the 25th anniversary of National HIV Testing Day. To commemorate the day, DC Health, HIV/AIDS, Hepatitis, STD and TB Administration (HAHSTA) launched GetCheckedDC.org for DC residents to get free home-based HIV test kits. HAHSTA came to Octane to create an awareness campaign to encourage DC residents to take control of their health and know their status.

The
Science

Throughout 2020 HAHSTA would announce multiple free testing options for DC residents, including: At-home HIV testing, at-home STD testing and walk-in HIV/STD/Hepatitis testing.

The
Process

HAHSTA worked with Octane to target all DC residents regardless of race, age, gender and sexual orientation through the “Get Checked DC” campaign. Given the ongoing COVID pandemic, it was important for messaging to be simple and clearly state that this testing was for HIV and STD. It was also critical to promote the use of at-home kits and urge DC residents to continue taking control of their health while staying home.

Key Findings

• 61% decline in new HIV cases compared to 2018
• 90% of HIV positive District residents know their status
• 1 in 7 residents had at least 1 STI diagnosis within 12 months of HIV diagnosis

Goals

• Empower the DC community to take control of their health
• Motivate residents to learn their status for the people in their lives
• Increase distribution of the free HIV and STD testing kits

The Creative

Octane launched a comprehensive integrated marketing campaign around “Get Checked DC” with a strong social media presence accompanied by paid media, including radio, out-of-home advertisement, direct marketing and digital.

Octane designed the brand identity to ensure it encompassed all DC by using ambiguous characters that represent DC residents and their lifestyles. The messaging on materials was set in a reassuring tone and purposely simple in order to reflect how easy it is to get tested. Key messaging themes for the campaign centered around taking control of your health, making testing more accessible and giving people options even in a pandemic.

Throughout the campaign, animated videos were created in English and Spanish to show the action of taking the at-home tests. The videos charged the audience to take action by ordering a test and talking about it and the results with their partner(s).

The “Get Checked DC” campaign had a designated website full of resources and information that was promoted through Facebook, Instagram and Twitter as well as the paid media materials.
Visit Site

The Results

Octane launched a comprehensive integrated marketing campaign around Get Checked DC with a strong social media presence accompanied by paid media. Illustrations and animations were created specifically for the campaign that would show the quick, easy and painless action of taking the at-home tests.

HIV AT-HOME TESTING

video

paid media campaign

Even during the height of the pandemic, the “Get Checked DC” campaign moved DC residents to get tested in the comfort of their DC home.
0
kits distributed in 3 months
0
Gross impressions were made with campaign materials.
0
video views on Youtube

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HAHSTA Sexual + Being

Sexual + Being

Changing Behavior

The Situation
Engaging Residents on Sexual Health

For more than 10 years, Octane has collaborated as subject matter experts for DC Health, HIV/AIDS, Hepatitis, STD and TB Administration (HAHSTA) to promote conversations about sexual health in the District. While Octane has effectively positioned HAHSTA to lead that conversation, they needed a general awareness campaign to act as a central campaign for all of their resources. The campaign was also charged with helping DC residents have positive conversations about sexual health.

The
Science

While Octane’s work through the years has helped the District work towards its goal of cutting new HIV infections in the city in half by 2020, more overarching sexual health awareness was needed to meet this goal.

The
Process

Octane and HAHSTA worked together to create a highly effective campaign, “Sexual + Being,” to strategically target and educate individual communities, and then direct them to resources for all their sexual health needs. With this campaign, as well as all of the other campaigns Octane has developed for HAHSTA, it was crucial to instill trust within the community through outreach, social media engagement and a paid media buy.

“Be Sex Positive” was not only the main message communicated through all of “Sexual + Being” campaign materials, but it acted as a mantra for the sex positive movement that spread throughout the District.

Key Findings

• N/A
• N/A
• N/A

Goals

• Start a sex positive movement that motivates residents to take control of their sexual health
• Eliminate the stigma surrounding sex and sexual health
• Motivate individuals to take advantage of the free resources and testing

The Creative

The “Sexual + Being” campaign is grounded in research and uses a variety of creative tactics to establish a deep connection with DC residents. From the insights uncovered, Octane designed and developed a memorable and bold brand identity that reflected the target audience while exuding confidence.

Traditional advertising, print materials and digital advertising reminded DC residents to be “Sex Positive” while influencer partnerships, relatable videos and social content helped bring Octane’s comprehensive social strategy to life and extend the reach of the campaign.

To ensure all DC residents were reached in an effective manner, Octane created a Spanish-first campaign along with Spanish resources.

Sexualbeing.org offers empowering information about being “Sex Positive,” sexual health information, local resources and engaging stories through blog posts. The website is also available in Spanish.

Visit Site

The Results

“Sexual + Being” surprised and delighted the DC community as traditional advertising took over their streets and “Be Sex Positive” posts filled their social feeds. This bold, unapologetic campaign empowered people to be proud beings of the District who are comfortable talking about sexual health and their needs. Sexualbeing.org offers empowering information about being “Sex Positive,” sexual health information, local resources and engaging stories through blog posts.

youtube channel

website

campaigns

Within the DC marketplace, the “Sexual + Being” campaign cultivated sex-positive conversations and spurred people to take action to protect their sexual health.

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views of informative YouTube content
0 +
monthly visits to SexualBeing.org
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monthly engagements on Facebook, Twitter and Instagram

Partners

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Maternal and Infant Health Summit

Maternal and Infant Health Summit

Scalable Support

The Situation
Reducing Maternal Deaths in the District

In 2017, the maternal death rate in DC was more than double the national average. In fact, 41 women died for every 100,000 live births in DC, and 75% of the deaths were African American women. Wanting to ensure all DC women were equipped and empowered to take control of their health, Mayor Muriel Bowser and DC developed a new maternal health initiative and summit.

The
Science

It’s reported that many maternal deaths are related to existing chronic conditions, such as diabetes, heart disease and hypertension, and more than half of the deaths occur after giving birth.

The
Process

Mayor Muriel Bowser’s Maternal and Infant Health Summit partnered with Octane to bring awareness to the summit and the racial disparities in maternal mortality in DC and across the nation. While the summit featured discussions on the best infant and maternal health practices and started important conversations about reducing death rates among women of color, Octane was charged with bringing attendees to the summit and helping extend the reach through social media the day of the event. This included a digital lounge to engage and empower attendees and social media followers.

Key Findings

• After childbirth is one of the most vulnerable stages of pregnancy
• Fear and the feeling of helplessness make it difficult for African American women to advocate for themselves and their unborn child
• Roots of discrimination and limited access stand in the way of African American women receiving needed medical care

Goals

• Increase the reach of and promote Mayor Muriel Bowser’s National Maternal and Infant Health Summit
• Inform health professionals and residents of DC’s wide variety of resources
• Empower DC women to advocate for their health and the health of their children

The Creative

To ensure authenticity, Octane recruited a variety of real women, mothers and their babies to be featured in campaign materials, including traditional and digital advertising, social media, toolkits, videos, fact sheets and more. Materials were spread throughout the district to promote the event. The message “Healthy Babies Start with Healthy Women” quickly became the underlying theme of the summit.

Octane created a strong web presence before and during the summit at DCMaternalHealth.com and through Facebook and Twitter. The day of the summit, Octane provided social media support through live tweets, a social media wall, a behind the scenes Facebook Live and a digital lounge. Octane’s work proved effective with #DCMaternalHealth trending #1 locally on Twitter.

From event planning and implementation and community engagement to media buying and creating promotional items, Octane ensured all messaging and materials aligned with the summit’s overall strategy.

Summit information, resources for moms, educational material as well as videos from past summits all live under the DCMaternalHealth.com. Octane’s efforts garnered 9,500+ visits to website.

Visit Site

The Results

Mayor Muriel Bowser’s National Maternal and Infant Health Summit touches on vital topics of discussion around maternal health, infant health, and early education to connect the lessons learned and highlight opportunities for innovation and positive outcomes at both the national and local levels. The summit advances a frame-work to improve maternal and infant health, and in turn, lays the groundwork for healthy and happy mothers and future generations.

Summit ads

Virtual Summit 2020

Social Media Graphics

Messages about the summit throughout the District encouraged residents and local leaders to learn how they could help reduce maternal deaths in the DC.

0
impressions
0
Engagement
0
Total Summit Views

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Reduce Energy Use DC

Reduce energy use dc

PEPCO

The Situation
Changing Behaviors and Reducing Impact

Global warming is changing our world and instead of changing our habits people across the world and in DC keep generating greenhouse gas emissions through electricity consumption. Pepco was seeking an integrated campaign to reduce energy use throughout DC while creating awareness of how actions can save more than money.

The
Science

2019 was the second hottest year on record, and in July alone, DC consumed more than 1.1 billion kilowatt hours of electricity. The emissions from that energy use is equivalent to the emissions of more than 170,000 cars on the road for a year.

 

The
Process

Octane worked with Pepco to develop the “Reduce Energy Use DC” campaign to support Pepco and partners’ grassroots initiative to engage DC residents around reducing their energy use, especially in July. To ensure messaging would resonate with DC residents and ignite action, focus testing was conducted. However, due to the real-life challenges people were suddenly facing due to the COVID pandemic, some aspects of the campaign—like switching from a challenge to a pledge—were made to algin with what DC residents were currently facing.  

“Save More Than Money” became the overarching tagline of the initiative in conjunction with the call-to-action “Take the Reduce Energy Use DC Pledge.”

Key Findings

• Energy usage in the District is typically highest in July
• Residents are receptive to small actionable items
• DC has one of the most ambitious climate plans in the United States

Goals

• Motivate at least 3,000 residents to take the pledge
• Inform residents of the importance of reducing their energy consumption
• Promote lasting behavioral changes throughout the District

The Creative

Octane developed a brand identity, comprehensive digital strategy and an awareness campaign that leveraged education, goal setting, prompting, public commitments, observation, highlighting participants and repetition.

The Reduce Energy Use DC Pledge was developed to help encourage DC residents to reduce their energy usage while bite-sized messaging was pushed out through Facebook, Instagram and Twitter social accounts. These energy saving tips helped residents take small steps to decrease the impact on the environment and their wallets.

Throughout the campaign, Octane created videos, palm cards, fact sheets, advertorials, digital ads, virtual events, blogs and even participated in social media partnerships to help continue to push out messaging encouraging the community to “Save More Than Money.”

“Reduce Energy Use DC” received a custom website highlighting the “Reduce Energy Use DC Pledge” and energy saving tips.

Visit Site

The Results

Octane developed Reduce Energy Use DC, an integrated and compelling campaign with a comprehensive digital strategy and strong social media presence. It was a multigenerational approach that connected with people of all ages, races, and socio-economic levels.

website

NOVEMBER 2016
Handed out thousands of palm cards and #PrEPForHer branded picture frames

pledge page

DECEMBER 2016
Supported the Mayor’s 90/90/90/50 plan with #PrEPForHer step and repeats, Twitter campaign, and other social media support

graphics

DECEMBER 2016
Several mentions from other cities and organizations about #PrEPForHer

3 Influencers

We teamed up with Casey Trees to highlight the benefits of trees and green spaces in DC as well as provide resources for planting trees or caring for them in our community.
We also partnered with The NEED Project to reach young kids and families and make learning about solar energy fun.
We partnered with Karmin Brown and Justin Tune to reach DC residents interested in making changes to their energy use in order to fight climate change.

Founding Partners

The DC Department of Energy & Environment is DC’s resource for energy efficiency and renewable energy programs products and services. DOEE energy-saving programs and services include utility affordability programs, solar power, clean energy programs, and more.

In 2018 DOEE finalized the Clean Energy DC Plan, DC’s energy and climate action plan to reduce emissions by 56% in 2032. The following year, Mayor Bowser signed the Clean Energy Act Omnibus Amendment Act of 2018.

Pepco is committed to providing DC residents with smarter, stronger, and cleaner energy systems. Through Pepco’s Energy Wise Rewards program, DC residents can go greener during the summer months and automatically reduce energy use. Pepco offers information, online calculators, and planning tools to help DC residents and businesses reduce their energy use and save money.

The District of Columbia Sustainable Energy Utility helps DC residents and businesses save energy and money. DCSEU connects DC residents and businesses to rebates and costs savings for energy-efficient appliances and lighting. Additionally, DCSEU offers technical assistance and information about energy-saving options for residents. 

In just three months, the “Reduce Energy Use DC” campaign started to garner real traction throughout the District.

0
Visits to ReduceEnergyUseDC.com
0
Reduce Energy Use DC Pledges
0
total social media impressions with 20,833 engagements

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#PrEPForHer

#PREPFORHER

RESEARCHING ATTITUDES

The Situation

Improving Health & Emotional Wellbeing

In an effort to raise awareness among African American women about a new HIV prevention drug called PrEP, Octane was contracted by DC Health to determine the best way to reach this audience. Previously, women had been seemingly ignored in the PrEP awareness campaigns. This effort to reach women in the African American community would create real change and awareness for the target audience.

The
Science

In 2015, the CDC determined that about 500,000 African-Americans in the US could potentially benefit from PrEP, but only 7,000 prescriptions were filled.

The
Process

Octane began by holding a series of focus groups with African
American women to learn the best strategies for communicating
with them. Based on those results, the “Dominate Your Sex Life”
campaign launched in October 2016, with great interest from
the local community, local and national media, community based
organizations, and government agencies.

Key Findings

• Lack of awareness about PrEP
• Concerns about side effects
• Distrust of the medical system

Goals

• Create a positive educational campaign
• Make information accessible
• Inform and educate doctors

The Creative

The creative team placed the “Dominate Your Sex Life” campaign in various locations throughout the city. Images of strong and empowered African American women were seen on buses & in train terminals, in social gathering locations, and online. Octane leveraged images of aspirational pop culture icons to impart vital knowledge about PrEP. The health department has run numerous media flights of the “Dominate Your Sex Life” campaign and created opportunity to connect with the target audience at relevant events.
Even with digital becoming the primary focus for many advertisers, Octane realized out-of-home bus kings and terminal posters would have a significant impact if the imagery and messaging were relevant and strong. Octane strategically produced a campaign that would not preach to the audience but instead give them something to be curious about.
Engage with and learn more about the “Dominate Your Sex Life” campaign when you visit Sexualbeing.org. Sexualbeing.org houses resources, engaging content and important facts about sexual health for DC residents.
Visit Site

The Results

In order to increase public awareness about PrEP, change behaviors, and increase usage of the preventative drug, it was critical to look at all aspects of brand development and strategic media planning. By executing this due diligence, Octane was confident that it could raise the bar and motivate the target audience to learn about PrEP and take the next steps toward getting a prescription.
In addition to imagery seen online, on buses, and in train terminals, the campaign was seen at many events including:

FOR SISTERS ONLY

NOVEMBER 2016
Handed out thousands of palm cards and #PrEPForHer branded picture frames

WORLD AIDS DAY

DECEMBER 2016
Supported the Mayor’s 90/90/90/50 plan with #PrEPForHer step and repeats, Twitter campaign, and other social media support

HIV PREP SUMMIT

DECEMBER 2016
Several mentions from other cities and organizations about #PrEPForHer
The result was a sex-positive and eye-catching campaign for out-of-home and online media. The city has seen an increase in women coming to local clinics and community-based organizations to find out more about PrEP as well as an increase in usage of the HIV prevention pill.
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MEDIA MENTIONS
0
VISITORS TO PREPFORHER.COM
0
HASHTAG USES

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WE’D LOVE TO BUILD SOMETHING GREAT TOGETHER.

Our Solutions Provide Real Value So You Can Achieve Your Goals.
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The Blunt Truth

THE BLUNT TRUTH

RESEARCHING ATTITUDES

The Situation

Improving Health & Emotional Wellbeing

Initiative 71 (I-71) went into effect on February 26, 2015. This initiative makes it lawful under District of Columbia law for a person 21 years of age or older to possess, grow, use, give, and receive marijuana according to very specific guidelines. The passage of Initiative 71 led to widespread confusion within the community in regard to the legality of marijuana use, and the resulting effects on one’s health. Officials at the DC Department of Behavioral Health found it critical that the public be informed on the realities of marijuana in the District and hired Octane to create a widespread public information campaign.

The
Science

According to the National Institute on Drug Abuse (NIDA), smoking marijuana affects the brain and leads to impaired short-term memory, perception, judgement and motor skills.

The
Process

Octane conducted focus groups to elicit feedback on the attitudes and knowledge of I-71. The primary goal was to understand awareness and knowledge around existing District laws for marijuana use; explore risk perceptions, beliefs, norms and attitudes about marijuana use; and, to establish awareness about resources in the District.

Three focus groups were conducted with youth (10-17 years old), young adults (18-24 years old) and adults (25 and over), from different ethnicities and living in Washington, DC.

Key Findings

• Marijuana use is generally less stigmatized now than it used to be
• Youth participants seem most likely to respond to persons of influence
• Participants believe marijuana is relatively easy to obtain and not that harmful

Goals

• Educate youth and young adults about the harms of marijuana use
• Increase awareness of the District’s marijuana laws including what is legal and illegal
• Connect residents to DBH resources around prevention, treatment and recovery

The Creative

The research findings and recommendations resulted in the creation of “The Blunt Truth” campaign featuring characters Mary Jane, Reggie, and their dog, Kush. In the campaign, the characters share information and educate audiences about DC’s marijuana laws along with the health consequences of marijuana use.

Drug Free Youth DC is the prevention focused web property where DBH’s “The Blunt Truth” campaign resides. The website features drug prevention information and laws for youth under 21 and adults.

View Site

The Results

In an effort to raise awareness among African American women about a new HIV prevention drug called PrEP, Octane was contracted by DC Health to determine the best way to reach this audience. Previously, women had been seemingly ignored in the PrEP awareness campaigns. This effort to reach women in the African American community would create real change and awareness for the target audience.
The campaign also gained a significant amount of earned media, up to 500,000 impressions over three media platforms.

THE WASHINGTON POST

‘The Blunt Truth’: D.C. wants kids to know about the dangers of pot

DCIST

‘Mary Jane, Reggie, And Kush’ Warn Of Pot Dangers In New D.C. Health Campaign

THE WASHINGTON SUN

District Launches “Blunt Truth” campaign, educates youth about the harmful effects of marijuana usage.
Advertising and organic social media for the campaign were very successful. The campaign ads, and later, the campaign video caught the attention of many DC residents.
0
VIEWS ON REDDIT
0
OUTDOOR MEDIA IMPRESSIONS
0
IMPRESSIONS ON SOCIAL MEDIA

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WE’D LOVE TO
BUILD SOMETHING
GREAT TOGETHER.

Our Solutions Provide Real Value So You Can Achieve Your Goals.
Contact Octane