2024
Educating Rhode Islanders on Lead Safety
Lead poisoning is a major health concern, particularly in Rhode Island, which has a high volume of pre-1978 housing stock, making the state more vulnerable to lead hazards.
In 2024, we partnered with the Rhode Island Department of Health’s Lead Program to launch a targeted digital marketing campaign aimed at both landlords and tenants. The campaign's main goal was to ensure landlords brought their properties into lead certificate compliance, while educating tenants to check their home's certification and understand the health risks of lead poisoning.
To effectively reach both audiences, we designed audience-specific logos and cohesive campaign materials. The campaign ran across multiple digital platforms, including Facebook, Instagram, LinkedIn, paid search, digital display, Nextdoor, and Zillow, with all assets available in English, Spanish, and Portuguese.
Our research-driven approach allowed us to target landlords based on their interests, job titles, and property ownership status, while tenants were reached through demographic data that prioritized parents with young children.
Campaign Impact:
The campaign garnered over 5.6 million impressions and 57,000+ clicks. Search ads achieved a 16% click-through rate which earned the campaign a 2024 MarCom Gold Award.