National Prevention Week: How JPA Health Breathed New Life into a Longstanding Campaign
National Prevention Week has been an important yet under-recognized observance for nearly 20 years. JPA Health helped the Substance Abuse and Mental Health Services Administration (SAMHSA) rebrand and roll out a unifying logo and messaging, better defining prevention and establishing a long-term, memorable brand to support substance misuse prevention.
The Impact
Potential
audience
reach of
240M+
2,400+
downloads
of toolkit
and materials
10 new
partner
organizations
engaged
The Challenge
National Prevention Week is a public education platform dedicated to raising awareness about the importance of substance misuse prevention and positive mental health. While the prevention field has changed significantly since the launch of National Prevention Week in 2004, the brand was in need of a refresh to be more contemporary and relevant. JPA partnered with SAMHSA to reimagine National Prevention Week and develop a new identity to better serve the prevention community.
Our Approach
In partnership with SAMHSA, we reevaluated the goals of National Prevention Week and held conversations with key audiences to garner their input. From there, JPA created a brand identity and messages to better communicate core messaging around the observance, aligned with SAMHSA’s strategic priorities. The revitalized brand focused on National Prevention Week as a conduit for elevating the prevention community to improve lives.
The Solution
JPA Health launched a new National Prevention Week logo with an emphasis on the word “We” in “National prevention Week,” adding a new, galvanizing tagline, “A Celebration of Possibility.” By successfully conceptualizing National Prevention Week in an innovative way – and getting input from stakeholders in the community — we were able to create the first consistent tagline, a contemporary logo, and a new approach that better resonated with the prevention community.