Strategy Behind WPS SSNAPP Public Education Initiative

Comprehensive Public Awareness Campaign

Douglas Marketing Group (DMG) partnered with SSNAPP to create the “We Are So Much More” campaign, aimed at humanizing addiction recovery, reducing stigma, and fostering empathy. This campaign moved beyond traditional law enforcement messaging, emphasizing compassionate, community-driven support for individuals affected by substance use.

Key Elements of the Strategy

Strategic Branding & Messaging

• Developed a distinct campaign identity, including an official SSNAPP logo and a cohesive visual theme that unified campaign materials.
• Outlined an action plan to structure key initiatives for a multi-phase public education campaign, ensuring messaging consistency and long-term engagement.
• Designed campaign collateral such as posters, digital ads, and social media content that aligned with SSNAPP’s mission and branding.

Neighbourhood-Specific Safety Plans

• Developed tailored safety guides for high-risk communities, providing clear, accessible information on crisis response, addiction support, and harm reduction strategies.
• Integrated local data to customize safety plans, ensuring they addressed specific neighborhood concerns while enhancing public trust in law enforcement.
• Distributed printed and digital safety guides through businesses, community centers, and social service organizations to maximize reach.

Why the Campaign Worked

The SSNAPP Public Education Initiative was highly effective because of its multi-faceted approach and strong community partnerships.

Data-Driven Insights

• Leveraged local substance use and safety data to craft messaging that resonated with specific target audiences.
• Built around community feedback and real-world experiences, featuring local voices, recovery journeys, and Windsor Police officers to enhance credibility.

Community-Centric Messaging

• Instead of focusing solely on law enforcement, the campaign highlighted real-life recovery stories, reinforcing the idea that addiction is a community issue, not just a policing matter.
• The “We Are So Much More” theme created an inclusive, empowering message, helping to shift public perception about substance use and recovery.

Collaborative Implementation

• Integrated into existing community safety initiatives, making it part of a broader effort to address substance use at multiple levels.
• Partnered with law enforcement, healthcare providers, social service agencies, and business owners to amplify reach and impact.
• Used a multi-platform approach, including social media, in-person training, and printed resources, ensuring accessibility across different demographics.

Results & Impact

Public Education & Outreach Success

• Launched neighbourhood safety plans in high-risk areas, helping businesses, families, and community members access emergency resources.
• More positive engagement with Windsor Police Service, positioning officers as community safety partners.
• Encouraged individuals struggling with addiction to seek help without fear of stigma or judgment.

By combining strategic messaging, data-driven insights, and strong community partnerships, the SSNAPP Public Education Initiative successfully reshaped the conversation around substance use while reinforcing trust and support networks within the community.