Iowa Department of public health

Telling a relatable story

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The Iowa Department of Public Health created Your Life Iowa to offer Iowans a single source for help and information on how to manage a range of issues — from substance abuse to gambling to mental health. Programs were consolidated and resources were streamlined, creating a need for not only public awareness, but to bring meaning to a somewhat non-descript name.


ZLR Ignition needed to find a way to effectively tell Iowans about the new phone, text and web resources and to help them understand the breadth of services Your Life Iowa supported around a host of issues. All services had to be represented.


We tapped into research and experience marketing to drive behavior change. Fear tactics simply don’t work for those struggling with destructive behavior, they feel it every day. Instead, we focused the message strategy on optimism and support. We created empathic approach and told a story that many can relate to. The message was simple, but impactful: Your Life Iowa is everyday life support.

The Results

+ Awareness and understanding of the new government program, Your Life Iowa was established

+ Hyper-targeted media campaign connected web users to the new for help

+ 6.5 Million impressions were generated across cable, outdoor and digital placements

+ Sister programs have been inspired to use their marketing dollars to direct their target audiences to Your Life Iowa for support resources



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