Delivering a 129x increase in secure storage web traffic

Wisconsin, like many states, faces a staggering rise in deaths by suicide, with nearly 60% involving firearms. The Wisconsin Department of Health Services turned to KW2 for primary research that uncovered a critical gap – rural men were least concerned by mental health crises in their firearm storage decisions, despite making up the highest rates of suicide. Changing their mindset needed to bridge perceived household safety and secure storage as a suicide prevention strategy.

Using creative from the End Family Fire campaign, KW2 managed a multi-media campaign to reach and engage a rural, male, and veteran audience with assets that ranked the highest in testing. Using strategic awareness-building channels followed up by niche geo-targeted ad placements, the campaign saw a whopping 43% over-delivery in impressions. Over 50,000 people flooded the site, accounting for over 90% of Wisconsin-based sessions and a 129 times increase in total sessions. Cross-collaborative insights from KW2 strategists were also shared with local and national partners like Brady, Ad Council, and Roots & Wings to inform future suicide prevention efforts.