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Pharmaceutical Research and Manufacturers of America (PhRMA) partnered with Overit to
create an awareness campaign to educate New York State residents about the importance
of secure drug disposal. The result has been a multi-channel, socially-activated campaign
expanded into multiple states to educate consumers on how to securely dispose of drugs
independently, safely and e�ciently in their community. PhRMA - MyOldMeds
http://myoldmeds.com/
Insight Branding Strategy UX Design Development Illustration
SAFELY DISPOSING OF MEDICINE, ADVOCATING A CAUSE
Creating safer communities through education and the secure disposal of unneeded or expired medication. Born in New York, and expanded throughout the country.
THE RESULTS?OVERIT & MY OLD MEDS
34%50 MILLION
50 MILLION50 MILLION
TIMES OUR MESSAGING WAS SEEN
7 STATESTHE CAMPAIGN WAS EXPANDED INTO
2 TRANSLATED LANGUAGES200,000
TIMES VIDEOS WERE VIEWED
Before there could be a campaign, there had to be a brand that would resonate with key audiences. The name “MyOldMeds” was chosen for its organic search power, descriptiveness and warmth of tone.
With a name selected, brand messaging was created to identify key messages and brand components such as proper voice, mission statement and brand promise. Qualitative and quantitative message testing was performed to determine how our demographic would perceive the brand before it was finalized.
THE MAKING OF A BRANDDEVELOPMENT & DESIGN, PERFECT PARTNERS
The MyOldMeds logo complements and strengthens our message. The legibility of the bold, sans serif letters makes the logo approachable and non-threatening, while the careful arrangement of the overlapping pills indicates motion, and more importantly in this case, disposal. Two di�erent forms of pills are represented in the logo to indicate safe drug disposal applies to all medicine, not the manufacturer of one particular kind of pill and not simply prescription medication.
The blue in the logo is representative of purity and cleanliness. The red is indicative of potential threat, which is why it was applied to both the pills and the word "old," since the major risk being addressed by MyOldMeds is the disposal of medication no longer being used.
A NEW VISUAL IDENTITYDEVELOPMENT & DESIGN, PERFECT PARTNERS
With a brand created and a campaign on its way, MyOldMeds needed a dynamic website. The site was to inform users about the risk of leaving old and unwanted medicine in the home, as well as the proper methods for disposal.
Visitors to MyOldMeds.com find a variety of content types related to the secure use and disposal of medicine. From website copy that clearly defines the problem and the solution to animated videos advocating in-home disposal to print materials to informative articles, MyOldMeds.com gives users the content they need to make smarter choices around their use of medicine, while also providing ways to access and share the newly-learned information. All content was crafted by Overit to rein-force PhRMA messaging, educate on key issues and speak to its target audience in a warm and informative voice.
HOUSING A MOVEMENTDEVELOPMENT & DESIGN, PERFECT PARTNERS
OF COURSE IT’S MOBILE!
The MyOldMeds website was built using responsive design so that it can adapt to any viewing environment – be it on a monitor, a tablet or a smartphone. This ensures that anyone looking for information about secure use and disposal of medicine is able to find it and consume it, regardless of the device they are using to perform their search.
A PLATFORM-AGNOSTIC EXPERIENCEDEVELOPMENT & DESIGN, PERFECT PARTNERS
CUSTOM ILLUSTRATION
To give MyOldMeds a brand that would stand out to our target audience, custom illustra-tions were created to provide brand characters capable of telling the story. Visually, the characters are simple and friendly without being overly silly, to make them relatable to all audiences and to show that safe disposal is important to everyone, regardless of race, age or gender. The distortion of perspective, the simple and stylized characters, and the flattened environment gives the animation a modern/retro tension that feels fresh, relevant and memorable.
TELLING A STORY WITH CUSTOM ILLUSTRATIONSDEVELOPMENT & DESIGN, PERFECT PARTNERS
The characters serve as the face of the campaign, appearing on the website, social media and, most notably, in our flagship safe medicine disposal video that educates viewers on the 4-step process of in-home medicine disposal.
TELLING A STORY WITH CUSTOM ILLUSTRATIONSDEVELOPMENT & DESIGN, PERFECT PARTNERS
CUSTOM ILLUSTRATION
Overit managed and developed an expansive social media component to the MyOld-Meds campaign, allowing us to speak to our target audience of moms and caretakers via the channels they were already using – Facebook, Twitter, YouTube and Pinterest. Here, social listening tools were used to identify opportunities to share our messaging and provided helpful information and resources when possible. Overit participated in Twitter chats, engaged with industry influencers and created relationships with those who we wanted to spread our message.
In addition to social conversations, our team was responsible for regular blogging, cover-ing topics related to prescription drug abuse, secure medicine storage, safe medicine use, in-home medication disposal, and medical adherence.
JOINING THE ONLINE CONVERSATIONDEVELOPMENT & DESIGN, PERFECT PARTNERS
3,600+ Twitter followers
4,000 Facebook followers
200,000+ video views
60+ blog posts
In addition to weekly blog posts, Overit wrote, designed and developed content marketing pieces and resource materials such as flyers, posters, event banners, shareable social media graphics, eBooks and more.
The interactive MyOldMeds Safe Disposal Quiz was created with a dual purpose of educating and testing consumers on their understanding of safe medicine use. This 9-question quiz featured custom illustrations and shareable social media badges. Anticipating the quiz would be shared socially and engaged with via mobile devices, the quiz utilized responsive design. On the backend, the quiz was coded to track individual responses to help PhRMA understand consumer awareness around the topic and to identify where more education was needed.
CREATING THE RESOURCES PEOPLE NEEDDEVELOPMENT & DESIGN, PERFECT PARTNERS
During your treatment if you begin to feel better and notice your symptoms improving, you should stop taking your medication.
True False
55 44 88
MomDadGrandpa
A number of online advertising tactics were used to allow us reach our target audience e�ectively and build brand recognition, including paid search, display advertising, pre-roll ads, and paid social media advertising.
ONLINE ADVERTISINGDEVELOPMENT & DESIGN, PERFECT PARTNERS
To drive further awareness of the resources available from the MyOldMeds campaign, a public relations e�ort was initiated to reach target audiences through the media. Overit crafted story ideas that emphasized the campaign’s overall mission of properly disposing unused or unwanted medications, and targeted health reporters throughout New York State.
PUBLIC RELATIONSDEVELOPMENT & DESIGN, PERFECT PARTNERS
While the original MyOldMeds campaign was designed to be NY-focused, the campaign’s success led to expansion in states such as Massachusetts, Louisiana, Washington, Minne-sota, Kentucky and California. We also created a Spanish version of MyOldMeds at es.my-oldmeds.com.
THE CAMPAIGN EXPANDSDEVELOPMENT & DESIGN, PERFECT PARTNERS
Intended as a tightly-targeted campaign, MyOldMeds reached more than 100,000
unique users on a national level and reached an 80% awareness level for those
quizzed on safe use and disposal of medicine. Ultimately, Overit’s success in brand-
ing and launching MyOldMeds in New York State allowed PhRMA to launch MyOld-
Meds nationwide to spread our message of safe use even further.
Over the course of our initial two month public relations campaign, Overit secured
five media placements directing audiences to MyOldMeds to learn more. The media
coverage, in outlets such as TWC News and The Poughkeepsie Journal, reached an
estimated 1.8 million people.
TELL US ABOUT YOUR PROJECT
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888.978.8147
THE TELLY AWARDS
ONLINE VIDEO
CAUSE MARKETING
INTERNATIONAL SUMMIT AWARDS
“MARKETING EFFECTIVENESS”
“EDUCATING SAFE DRUG DISPOSAL”
HealthcareADAWARDSTHE ASTER AWARDS
“PHARMACEUTICAL EDUCATION”
HEALTHCARE ADVERTISING AWARDS
“DIGITAL VIDEO”
US SEARCH AWARDS
“BEST INTEGRATED CAMPAIGN”
A W A R D S
DAVEY AWARDS
“SOCIAL MEDIA”
