Zero Suicide
A $600,000 Zero Suicide campaign fell on the heels of a report that Montana Native American suicide rates had doubled in 2021. Keya Advertising's biggest campaign to date included:
- Getting access for the Zero Suicide grant manager to speak before Montana tribal leaders, outlining his plan and goals.
- Filmed and produced a one-minute commercial with all Montana tribal leaders addressing the issue of suicides in their communities. This was done to establish “buy-in” from tribal leaders. It aired in TV commercials statewide for two months.
- Filmed and produced a second commercial that involved traveling to five reservations and receiving suicide prevention advice from experts in the field. This also aired statewide for two months.
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Zero Suicide Cont.
- Both films were also shown on the KTVQ “Indian Country” landing page on its website.
- Five reservation radio stations also promoted suicide prevention in promotions every day for two months.
- NativeWellness.Life magazine ran multiple PSA ads and free stories about suicide prevention.
- A high school poster contest combined suicide prevention training with art instruction. After the students received suicide prevention training, a university art professor taught them how to design and construct a poster. The winners' works were displayed at various events.
- The campaign included a Native podcast advertisement.
Anti-vaping/ tobacco
The client was The Rocky Mountain Tribal Leaders Council in Billings, Mont. Sonya Bigleggins, the group’s Good Health and Wellness in Indian Country grant manager, hired us to spearhead a vaping campaign. We called it the “Be Smart, Don’t Start” anti-vaping campaign to target Native reservations and urban youth in Montana.
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Anti-vaping/ tobacco Cont.
The campaign included peer-to-peer communication and tapped into the strengths of the people with the most influence over high schoolers—peers, parents, elders, and teachers. The campaign to reach them included television and internet commercials, print magazine ads and stories, posters with QR codes, social media, and more.
EPA Campaign
Tribes worked with the Environmental Protection Agency to test the lead level in the school water on five Montana reservations. Many expected the lead levels to be high, as it was in most other schools statewide.
To help ease the fear generated by testing, Keya Advertising started an education campaign about lowering lead levels in their home drinking water. The campaign included:
- One-page magazine advertisement with a free story explaining the dangers of lead and how to remediate it in homes. The target market included parents and elders.
- Designed and published an educational tri-fold that reservation housing offices could hand out to patrons.
A successful Facebook digital campaign targeted people 18-30 and pregnant women.
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EPA Campaign
Tribes worked with the Environmental Protection Agency to test the lead level in the school water on five Montana reservations. Many expected the lead levels to be high, as it was in most other schools statewide.
To help ease the fear generated by testing, Keya Advertising started an education campaign about lowering lead levels in their home drinking water. The campaign included:
- One-page magazine advertisement with a free story explaining the dangers of lead and how to remediate it in homes. The target market included parents and elders.
- Designed and published an educational tri-fold that reservation housing offices could hand out to patrons.
A successful Facebook digital campaign targeted people 18-30 and pregnant women.
