Sometimes RFP opportunities jump off the page and scream go for it!
That’s how it was for the KK BOLD team when we reviewed the North Dakota Brain Injury Network and North Dakota Department of Human Services’ RFP for traumatic brain injury media services.
“Our team read the RFP and saw the numbers and facts behind TBIs in North Dakota,” said LaRoy Kingsley, KK BOLD president. “We understood the importance of increasing public awareness of a serious medical problem that had not received the kind of attention it deserved. We knew right away that we wanted to be the marketing firm to create this important campaign.”
Fortunately for us, NDBIN and NDDHS liked the direction laid out in our Know Your Noggin comprehensive media campaign proposal, and an education and awareness campaign began to take shape. We realized, from the start, that drawing attention to a serious medical condition without making people uncomfortable with the subject matter would be no small task.
Focus group feedback affirmed the need to be direct and informative, and, at the same time, dispel the myth that concussions and other TBIs don’t need to be taken seriously. In response, the tagline “Brains Don’t Always Bounce Back” was selected to complement the Know Your Noggin call to action and campaign theme line.
Understanding the potential impact of personal experiences shared by TBI survivors, a testimonial approach was chosen for the TV spots. One of KK BOLD’s challenges was to find a balance between demonstrating compassion for TBI survivors and crafting messages that would stick in the minds of North Dakotans.
Six individuals were selected to share their stories of injury and recovery, and Know Your Noggin was off and running. The comprehensive media campaign also includes radio, online, social media and print components.
Know Your Noggin was launched by NDBIN and NDDHS at a Feb. 21 news conference in the North Dakota Capitol. This event served as a kick-off for statewide Brain Injury Awareness Month events in March.
Divided into three media flights, the campaign includes TV testimonials from two TBI survivors per flight. To view campaign materials and the first two TV testimonials, go to KnowYourNogginND.com. Check back on March 27 and May 1 for the second and third testimonial pairings.
More information about TBIs also is available at ndbin.org.