Pharmaceutical Research and Manufacturers of America (PhRMA) came to Overit with the mission of creating safer communities through education and the secure disposal of unneeded or expired medication.
To spread PhRMA's message, Overit built a third-party brand to serve as the public face and voice of the initiative. Qualitative and quantitative testing was performed at the onset to ensure messaging would resonate with key audiences. From this research, a campaign name, URL, voice, mission statement, brand promise and visual brand were created.
The MyOldMeds website was built to give users information to help them make better choices around their use and disposal of medicine. Over the course of the campaign, Overit created a variety of animated videos, illustrated characters, content marketing assets (such as ebooks, infographics, quizzes, and blogs), social media posts and traditional marketing assets to grow the campaign via targeted digital and traditional marketing.
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 branding and launching MyOldMeds in New York State allowed PhRMA to launch MyOldMeds nationwide to spread our message of safe use even further.