Expanding a non-profit’s reach

NC Poison Control serves all 100 counties in North Carolina with free, live, on-the-spot triage assistance for a wide range of poison exposures. Nurses and pharmacists are available 24/7, via online chat or phone, to assist the public, prevent unnecessary hospital or urgent care visits, and support healthcare providers with board-certified toxicologists.

The Results


Video completion rate


Immediate website click-throughs


Increase in direct and organic searches


NC Poison Control was seeking an increase in website visits along with a greater awareness regarding the breadth of free services they provide. With nearly half of all inquiries coming from adults, it was important to inform their audience that the poison control center is for everyone, not just children. They also wished to educate the public on the types of poisoning they assist with, including medication, plants, animal bites and household products. Finally, the audience needed to understand why it’s important to contact poison control first, before seeking in-person medical help.


BRK devised an online video campaign titled REASONS TO CALL US, centered around NC Poison Control’s slogan, “When Seconds Count.” The goal was to use short, catchy, lighthearted animated videos to grab viewers’ attention and inform the audience about the types of poisonings covered, the breadth of people served, and the benefits of calling the poison control center for help prior to visiting a hospital. BRK created a series of video assets designed for OTT (Over-the-Top) distribution, delivering 538,566 impressions via online video and 94,539 impressions over CTV (Connected TV). These modern advertising channels expand reach to new audiences at scale by targeting direct internet streams (OTT) and non-traditional connected devices (Roku, Amazon Fire TV, Xbox/PlayStation). Traffic analytics indicated a marked increase in website visits during the 5 ½ week campaign.

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