Live Long DC (Paid Media)
You don’t need another “partner” and we don’t want to be just another vendor. We prefer you to think of us as wise counsel.
Results Worth Bragging About
848,375
3,194
Background
The District of Columbia's Live Long DC program is a city-wide effort to combat the opioid epidemic through prevention, harm reduction, treatment, and recovery. The foundation of the harm reduction strategy is naloxone, available in DC at no cost, with no prescription or no ID required at more than fifty locations throughout the city as well as through home delivery and mail order.
Our Strategy
IP Targeting Strategy
Epidemiological data provided by the DC Health Department revealed concentrations of both fatal and non-fatal overdoses in D.C. Housing Authority buildings. Rather than pursue conventional and logistically challenging social marketing approaches - posters, door hangers, etc. - to reach a geographically targeted audience, we deployed IP address targeting, serving targeted advertising to the mobile devices of individuals who interacted with the wireless routers associated with addresses within the DCHA system. Residents received these messages in a discrete, private setting (their own devices) without knowing that their neighbors were receiving similar messages, avoiding reinforcing stigma often associated with residents of public housing. IP Targeting vs GeoTargeting.
While both geotargeting and IP targeting are valuable location-based advertising strategies, they serve different campaign objectives and offer distinct advantages. Geotargeting uses geographic boundaries such as cities, ZIP codes, or radius targeting to reach audiences within specific areas, making it ideal for businesses with physical locations or region-specific offers. IP targeting, on the other hand, focuses on delivering ads to specific buildings or business locations by targeting their unique IP addresses, allowing for highly precise account-based marketing and direct engagement with key prospects at their workplace. Geotargeting excels at broad market penetration and local awareness campaigns, while IP targeting provides surgical precision for B2B campaigns where reaching decision-makers at specific companies is the primary goal. The choice between these approaches depends on whether your campaign prioritizes geographic reach or account-specific precision.
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