The Oklahoma State Department of Health (OSDH) is the primary public health agency for the state, dedicated to protecting and improving the health of all Oklahomans. OSDH aims to enhance the well-being of individuals and communities across Oklahoma through various programs, education, and regulatory oversight.
Situational Analysis
The Oklahoma State Department of Health’s Injury Prevention Service sought to address a critical need within Oklahoma to cultivate empathy and social connection, especially around challenging topics such as sexual violence, adverse childhood experiences, and substance use disorders. The aim was to reduce stigma and judgment around these issues by fostering an environment of understanding and compassion, ultimately helping individuals in difficult situations feel supported and valued by their communities.
Goals
This campaign had three primary objectives. First, it aimed to define empathy in a way that would resonate across diverse audiences, creating greater awareness and reducing stigma around sensitive topics. Next, the campaign sought to demonstrate how empathy could positively shift social norms, building a culture of openness and acceptance within Oklahoma. Lastly, it aimed to increase public awareness of available resources from OSDH that could empower Oklahomans to support others facing adversity.
Strategy
The campaign strategy centered on delivering a unifying message that would resonate statewide: “Take Time.” Research had shown that perceptions of empathy varied across different demographics, so the campaign crafted this simple, accessible message to encourage meaningful engagement. A strategic media mix was implemented to maximize reach across Oklahoma, with $1.7M allocated to broadcast, radio, digital, print, and out-of-home placements, including billboards, bus shelters, and mall displays. A dedicated landing page tied all campaign elements together, providing a cohesive user experience with downloadable resources and practical tools to promote empathy. By meeting Oklahomans where they were—both physically and digitally—Freestyle aimed to inspire genuine connection and compassion across the state.
Creative
Freestyle drew on research findings indicating that perceptions of empathy vary significantly. As a result, the tagline “Take Time” was developed to encourage thoughtful engagement across diverse audiences. With a friendly and community-centered tone, the campaign aimed to bring people together through empathetic messaging and resources. Visual elements avoided a clinical look, instead using a vibrant color palette from Oklahoma’s state brand colors. Custom portraits of Oklahomans engaging in supportive dialogue were complemented by active listening prompts, affirmations, and symbols of connectedness, fostering a message that everyone faces challenges, and a moment of empathy could be transformative.
8.5mil
Impressions
81K+
Clicks
76K+
Page Views
543
Assets Downloaded
