EPA Contract Video Services DC: Lead-based Paint Public Awareness Campaign
Project Overview
The EPA identified that homes in older neighborhoods in the Springfield, MO, metropolitan area are particularly susceptible to containing lead-based paint (those built pre-1978). Rock Creek Productions was contracted for its video production services, to develop and produce 60, 30, and 15-second broadcast video and radio public service announcements in English and Spanish that would alert the public to the dangers of lead-based paint – especially in regards to children – when it comes to home repairs and remodels. The EPA originally envisioned using stock footage and narration to tell this story, but approved our approach to design and construct “an older home” in our studio and to cast actors to portray families considering a home remodel.
The Challenge
Scripting the spots, creating studio sets, casting actors, and producing and editing the spots was a fairly straight-forward effort. However, a critical aspect of this video production contract was also to design and implement a strategy, on a very limited budget, to reach both the English and Spanish-speaking public with this important messaging.
The Solution
Rock Creek utilized its video creative services to propose a solution that was to geographically target the Springfield, MO, metropolitan area through paid YouTube advertising. Using keyword searches, monthly engagement goals, and front-loading of critical messaging in a skippable ad campaign (ensuring that even if the ad is skipped, the key message is heard), Rock Creek reached some 300,000 views and over 1,500,000 impressions in both English and Spanish language campaigns over the course of approximately two years.
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