Case Study

How Magnitude of Change and the Louisiana Highway Safety Commission partnered to reduce traffic deaths as a result of opioid use throughout Louisiana.

Our Impact
Louisiana Highway Safety Commission

Client Background

The Louisiana Highway Safety Commission (LHSC) administers the State’s highway safety grant program, a critical agency designed to reduce traffic crashes and the resulting deaths, injuries, and property damage.

Client Challenge

Opioid addiction in the state of Louisiana has become a growing concern for the state and a focus for several state agencies. From 2012 to 2018, opioid-related deaths saw a 184% increase.

The Louisiana Highway Safety Commission was tasked create a response to address the dangerous correlation between opioid use and highway safety, as part of the Governor’s five-tier plan to address the issue.

Opioids and other addictive pharmaceuticals are a highly-regulated, making it significantly difficult to execute messaging regarding these substances without the proper team or technologies.

The Plan

Campaign Overview

Channel Explanations

  • Digital out-of-home (DOOH) media refers to digital media that appears in environments accessible to the public. This includes digital billboards and outdoor signage, as well as networks of screens found in businesses like malls and healthcare providers.
  • Programmatic audio ads play at the beginning, middle or end of audio-based programming, but they can also be combined with a display or video companion banner. This includes music streaming services such as Pandora and Spotify, digital radio stations such as iHeart and Sirius XM, and podcast providers such as Audiology and AdsWizz.
  • TV Everywhere is a combination of Online Video and OTT/CTV. Online Video is the process of displaying ads either inside online video content – usually before, during or after a video stream, known as pre-roll, mid-roll and post-roll – or as standalone ads. OTT (over-the-top) serves targeted ads over the internet at the request and to suit the requirements of the individual consumer. Connected TV advertising, or CTV advertising, allows brands to reach their audience on smart TVs and OTT devices.
  • Social Display advertising is the distribution of social media posts outside the walled gardens of social media platforms, often using existing media buying infrastructure. This includes social posts for FB, IG, TikTok, etc and creates the look and feel of the social environment across the open web. Typical click and engagement performance is 3x greater than traditional display.
  • Programmatic direct mail offers a seamless way to integrate real- time online intent data with impactful direct mail, sending out postcards to create strong, personal touch point especially amongst older demographics that lasts. It eliminates wasted ad spend common with traditional direct mail through utilizing millions of data points in real-time to identify the best person to send a postcard.
Raise opioid addiction awareness through the state of Louisiana to reduce driving fatalities caused by opioid abuse
Listen-Through Rate, Video Completion Rate, Click-Through Rate
Louisiana State

Age 21+, Prescription Holders

Digital Out Of Home
Programmatic Audio
TV Everywhere
Social Display
Performance Display
Programmatic Direct Mail


Louisiana Highway Safety Commission called upon Magnitude of Change to to design a data-driven, intelligent campaign that would reduce highway fatalities and advertise the breadth of resources LHSC had formulated in order to address the rising number of opioid-related deaths in the state.

The campaign utilized ORION, Magnitude of Change’s Trade Side Platform. ORION is the first programmatic platform designed government and adjacent agencies, with the unique focus of purpose-driven awareness and behavioral change. ORION connects organizations with industry leading DSPs, so they can run engaging and highly impactful campaigns, driving unprecedented results.


As part of its prevention initiative, the Louisiana Highway Safety Commission ran a comprehensive statewide survey before and after Magnitude of Change’s media campaign to discover how media influenced public perception of driving under the influence of opioids:

  • Nearly 70% (68.8%) of individuals said that consuming opioids while driving was a “high risk” activity, up from 56% after seeing the advertisements.
  • The proportion of people who believed that someone like them would become addicted on prescription opioids and perhaps cause harm behind the wheel increased by 15.4%.
  • After seeing an advertisement, there was an 18% increase in people saying they intended to talk to a friend or loved one about driving while impaired by opioids


The top priority for the Louisiana Highway Safety Commission, outside of a well-performing campaign to spread awareness about the detrimental effects of opioid abuse, was to gain granular insight into how citizens in Louisiana respond to preventative communication, to inform their data-driven response moving forward.

Through the ORION Trade Side Platform, the LHSC acquired needed insight while seeing a 0.35% CTR, a display of how intelligent educational programatic campaigns can contribute to public safety and aide government agencies in time of mounting crisis.

Listen-Through Rate
Video Completion Rate
Click-Through Rate
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