Media Campaign

Media Solutions is working with DHCS to provide for the MAT Project, a multi-media, multilingual advertising campaign covering various cities within the state of California, specifically targeting highly affected communities. The media selection includes but is not limited to Television, Radio, Digital Outdoor, Convenience Store Posters, Print and Digital (minimally Search, Display and OTT) in English, Spanish and Chinese. The objective of MAT Media Campaign is to raise awareness, break the stigma, promote recovery, build hope & save lives. It is an opportunity to educate Americans that treatment can enable those with a substance use disorder and/or a mental health condition to live a healthy and rewarding life. The MAT Project is targeted at individuals with substance use disorder and their families, with an emphasis on making connections to treatment. Visit the website ChooseChangeCA.org to learn more about the statewide “Choose Change” campaign, and to find MAT via the Treatment Locator.

This project receives funding from the State Opioid Response (SOR) grant through the Substance Abuse and Mental Health Services Administration (SAMHSA).

Project Highlights

Lorena Rey, a media coordinator for Media Solutions who works closely with DHCS and the MAT campaign conducted an interview with Edicion Digital CA that aired on Univision in Los Angeles, San Francisco, Sacramento, and Bakersfield (see below, video in Spanish).
In recognition of November as Native American Heritage Month, Media Campaign partnered with ABC10 to raise awareness and target the Native American population. As studies have shown, the Native American population had the largest year over year growth from 2021 to 2022 and is more afflicted with opioid use disorder than any other racial group. Through this collaboration, Media Campaign showcased Native American-focused creative content to amplify the significance of the month.
Merulo Media collaborated with DJ endorsements featuring Hosts Bryhana from KPWR in LA, who tragically lost a close friend to opioid use, and Romeo from KDAY in LA, who currently has a friend battling addiction (see audios below).
Audacy aired a 30 second spot featuring Megan Holiday, a recovering addict and DJ who is deeply committed to spreading the MAT message. Her heartfelt Endorsement was broadcasted on KROQ in LA.
Lotus Radio aired a 60 second “Minute of MAT” spot from November 13, 2023, to December 31, 2023, to enhance the delivery of the MAT message with greater depth. This longer spot provides detailed guidance on accessing help for oneself and offers additional information for loved ones supporting family members or close friends battling addiction.

Project Leads

Project Resources

Lorena Rey’s Edicion Digital CA Interview in Spanish

Lorena is a media coordinator for Media Solutions who works closely with DHCS and the MAT campaign who conducted an interview with Edicion Digital CA that aired on Univision in Los Angeles, San Francisco, Sacramento, and Bakersfield.

Transcript of Lorena Rey’s Univision Interview Video in English
Transcripción del video de la entrevista de Lorena Rey en Univision en español