MABU first conducted market research to understand North Dakota’s awareness of stroke symptoms, readiness to call 9-1-1, perceptions & barriers to healthcare, and preferences in media usage. Research methods included statewide telephone polling, executive interviews with ND healthcare leaders, and focus group sessions with urban and rural North Dakota residents. The research offered insight into messaging and provided benchmark data to help measure the campaign’s success.
With the findings in mind, MABU worked closely with the client to produce a full-scale marketing blueprint to effectively reach the most at-risk populations. The plan identified a target audience, messaging and its intended takeaways, media placements, and end-goal measurements. Centered around a dramatized video using local talent and several survivor videos, multiple campaign flights spanned a three-year period. Together, they achieved a higher awareness of stroke symptoms and an increase on EMS and ambulance transport for more immediate, stroke-related care.