SE2 supported the Douglas County Opioid Council and its community partners to develop two parallel campaigns rooted in authentic storytelling and community engagement. Close collaboration with the council and county leaders ensured the campaigns authentically reflected the community’s values.

1. Re:Life – Adult Anti-Stigma Campaign

The Re:Life campaign sought to humanize addiction and recovery by sharing real stories from Douglas County residents. Through documentary-style videos and portraits, community members spoke openly about substance misuse, recovery, and the strength it takes to ask for help.

The campaign reframed recovery as a journey supported by the community rather than an individual struggle—aligning with values widely embraced in Douglas County, such as family support, personal responsibility, and neighbors looking out for one another. Targeted digital ads, hyper-local media placements, and a campaign website directed residents to local treatment resources and recovery support services.

2. Our Unfiltered Voices – Youth Prevention Campaign

The youth-focused campaign, Our Unfiltered Voices, positioned Douglas County teens as creators. Students documented their substance-free reality using cameras, producing photos and videos that reflected their everyday experiences. Because local survey data showed that most teens in Douglas County do not use substances, the campaign used a positive social-norming approach to illustrate that reality and correct misperceptions. By showing that most of their peers are choosing to stay substance-free – and that, because of fentanyl, “one pill can kill” – the campaign reinforced healthy behavior, highlighted the risk, and encouraged peer support.

Across both initiatives, the multi-channel communications strategy included digital and social media advertising, movie theater placements, local news and sponsored content placements, out-of-home advertising in community spaces and schools. Together, these tactics ensured the campaigns reached community members through multiple touchpoints—meeting people wherever they were, whether online or in the community.

3. Local Expertise

Because the messenger matters as much as the message, SE2 and the Douglas County Department of Communication & Public Affairs worked to position the Douglas County Opioid Council as the trusted sponsor of both campaigns.

About the Douglas County Opioid Council

In 2020-2021, opioid settlements were reached nationwide with Johnson & Johnson and the nation’s three largest drug distribution companies to resolve claims by state and local governments that these companies contributed to the opioid epidemic.

The Douglas County Opioid Council is comprised of local law enforcement, local government representatives, nonprofit partners, and experts in substance use recovery. The Council receives opioid settlement funding to address gaps and opportunities in prevention, treatment, and recovery services for people with opioid use disorder (OUD) as well as other co-occurring substance use disorders (SUDs) and mental illnesses in the region.

The Douglas County Opioid Council has decided to dedicate dollars to six areas: Withdrawal Management, Medications for Opioid Use Disorder (MOUD)/Medically Assisted Treatment (MAT), Peer Support, Expansion of the CRT and HEART programs, Youth Prevention, Transportation, and Case Management. Funding awards to local organizations in each area began in 2024 and are ongoing.

Branding the Douglas County Opioid Council

To establish a clear voice for the Council, the team developed a logo and brand. A lotus flower was chosen for its ability to bloom in dark places – symbolizing that recovery is possible in Douglas County and that the Council is committed to providing those resources.

The cool, blue tones in the logo are associated with trust and reliability. This fits the brand well to position the Council as a known and trusted entity in Douglas County. The bright red accent evokes feelings of energy and excitement. This helped establish the Council as a leader in action on opioid use recovery and prevention in Douglas County.

Together, the campaigns generated significant reach and engagement across Douglas County and helped shift the conversation around addiction and prevention. Community members said the stories felt relatable.

Across paid media, owned media, and community placements, the campaigns delivered more than 18.4 million impressions, expanding awareness of substance misuse and available support services throughout the county.

Digital media efforts alone generated more than 65,000 clicks, demonstrating strong engagement with campaign messages. Video placements featuring Douglas County residents across both campaigns generated strong engagement. Campaign websites attracted over 51,000 visits, with visitors averaging over two minutes exploring information and resources related to substance misuse and recovery.

Importantly, engagement extended beyond awareness. Traffic to local resource pages nearly doubled during the campaign period, suggesting that residents were actively seeking information and support after encountering campaign messages. The campaign also established the Douglas County Opioid Council as a trusted messenger guided by political and community leaders who ensure it reflects local priorities.

Story-driven video content proved particularly effective, exceeding performance benchmarks, with adult-focused video ads achieving nearly an 80% completion rate, demonstrating the power of community voices in public health messaging.

Finally, earned media coverage—including 18 media mentions with an estimated 2.7 million impressions—amplified campaign messages and reinforced the community conversation around prevention and recovery.

“I hope this campaign reminded people that life is the most wonderful adventure and at the end of the day, we’re all trying our best, no matter what that looks like.”

– Amara, 17, Unfiltered Voices participant