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Case Study: MultiVu’s Video News Release Educates Public on Abuse of Inhalants by Children Ages 12-17

Overview
The National Inhalant Prevention Coalition and their PR agency, R&J Public Relations, launched a campaign in March 2006 to raise awareness about a new ‘drug’ that is fast becoming one of the most widespread problems among children age 12-17 in this country – the intentional breathing of gas or vapors from household products to get high – known commonly as ‘huffing’.  The campaign, which launched during National Inhalants & Poisons Awareness Week, March 19-25, incorporated numerous broadcast PR tools, produced by MultiVu, PR Newswire’s broadcast and multimedia company.  These tools included a video news release, public service announcement, satellite media tour, an audio news release and a multimedia news release.

Challenge
To raise awareness through the use of broadcast media about the deadly abuse of inhalants among children ages 12-17. 

Target Audience
Broadcast media to reach parents of/and junior high school to high school age children across America.

Solution
Jeff Williams, a police officer from Cleveland, OH, who had lost his son Kyle to inhalant abuse a year earlier, had contacted the National Inhalant Prevention Coalition to offer his support in their efforts to eradicate the recreational use of these deadly toxins.  Because of his first-hand experience of the devastation caused by this growing trend, Jeff became the spokesperson for the broadcast media campaign.   MultiVu scripted the video news release and interviewed Jeff along with Harvey Weiss, the Executive Director of the National Inhalant Prevention Coalition.  MultiVu distributed the video news release on March 20 to television stations around the country.  The video news release was later repurposed into a Multimedia News Release that was distributed over PR Newswire’s national newsline to more than 4,700 newsrooms and 3,600 Web sites and online databases, generating additional exposure.

Results
The video news release received 318 Airings on 220 Stations in 131 Markets, reaching a total viewership of 41,094,386 (with an equivalent ad value of $2,499,000).

In April, MultiVu extended the reach of the VNR by building a Multimedia News Release that incorporated the VNR (and the PSA and ANR) into a multimedia platform that was distributed directly to the general public.  The MNR received more than 625 direct page hits, and appeared on more than 40 Web sites, reaching a web audience of more than 100 million people.