Horizon Behavioral Health

Working in marketing, Stimulus has the opportunity to work with a diverse range of clients across various markets. One of the most rewarding markets to support is the nonprofit sector. When Horizon Behavioral Health reached out about running a comprehensive awareness marketing campaign that focused on reducing opioid deaths in Central, we were proud to assist.

This case study focuses on our process, the message, the strategy and the results of our marketing campaign for Horizon Behavioral Health. Keep reading to see how we captured the attention of residents in Central Virginia through an important message of safety and protection.

When a community comes together around a single purpose, change happens.

That’s the story behind this campaign. This was a region-wide opioid prevention effort designed to educate, encourage, and empower the residents of Central Virginia.

Following a year in which opioid deaths had finally begun to decline, Horizon sought to build on that progress by developing an awareness campaign that would reach the counties and areas that make up the Central Virginia region.

This campaign wasn’t about fear. It was about continuing to educate the general public about the various ways to reduce opioid use in Central Virginia — showing that even one small step can make a life-saving difference. And that's exactly what we tried to communicate!

Opioid misuse remains one of the most pressing health crises facing Central Virginia — but in recent years, a shift has begun. Through consistent prevention efforts, education, and community outreach, opioid-related deaths have started to decline across the region.

Horizon Behavioral Health wanted to amplify that message:

• To celebrate the progress,
• To educate the public on prevention strategies, and
• To encourage continued action to save lives.

The challenge was clear — create a campaign that could reach a broad audience, capture attention across multiple media platforms, and inspire individuals to take tangible steps toward continuing prevention.

It's easy to want to jump ahead and work on designs first, but Stimulus prefers to work on the messaging first. This is how we provide full thoughts to our customers, ensuring that the campaign is solid (and makes sense) before we continue with the design.

With these goals in mind, we were ready to jump right into the messaging. Starting with a brainstorming session, we looked at all of the ways to communicate the message. From looking at messages of hope to messages of encouragement, we built a list of concepts that could work for the campaign.

Once that was completed, we worked on narrowing this down to find the messaging that might be the most effective. Working with the clients, we were able to narrow down messaging that would work the best.

The core campaign message centered on a universal truth:

It only takes one action to change — and even save — a life.

The concept evolved into a flexible message framework that could adapt across platforms and audiences:

• 1 Action can change a life. Have Open Conversations. Together We Can Prevent Opioid Deaths.
• 1 Action can change a life. Learn the Facts. Together We Can Prevent Opioid Deaths.
• 1 Action can change a life. Practice Medication Safety. Together We Can Prevent Opioid Deaths.
• 1 Action Can Change a life. Carry Naloxone. Together We Can Prevent Opioid Deaths.

Each version focused on an everyday action that could prevent tragedy — conversations, education, responsibility, and awareness. These options also focused on togetherness and continuing the fight to lower opioid deaths in Central Virginia.

For a campaign built around a single, powerful idea, the visuals had to be just as strong. Our design approach focused on clarity, empathy, and impact; cutting through visual clutter while conveying hope and action.

We wanted every design to feel personal and positive—showcasing images that people could identify with. By utilizing images that reflected real people and authentic moments of care, we ensured that any resident of Central Virginia felt seen and represented.

Each visual told a quiet, powerful story of connection and compassion, whether it was a family gathered around a kitchen table, a gentleman going for a hike, or a college student headed to class.

Once the creative was finalized, the “It Only Takes One” campaign launched across the City of Lynchburg and Amherst, Appomattox, Bedford, and Campbell counties. The media strategy ensured high visibility and community-wide engagement, meeting people where they live, work, and spend their time.

• Billboards: Strategically placed in high-traffic areas across all five localities to reach drivers and commuters daily.
• Radio: Spots aired on local stations, targeting adults 18–45 with relatable, conversational messaging.
• Local TV & OTT: Ads ran through the local television station as well as on Comcast and Hulu, using video storytelling to reinforce the emotional side of prevention.
• Social Media: Facebook and Instagram campaigns extended the message online, driving users to learn more and access local prevention resources.
• Bus Ads: Mobile visibility across the region, keeping the campaign top-of-mind in everyday routines.