Case Study: Alabama Department of Public Health boosts oral health awareness with Propellant Media

Alabama Department of Public Health reaches 10M impressions with Propellant Media

The Alabama Department of Public Health (ADPH) Office of Oral Health faced the challenge of promoting dental health awareness and encouraging positive behaviors across maternal, child, and underserved populations in Alabama. Their goal was to bridge a significant knowledge gap in communities with uneven access to dental care. To address this, ADPH partnered with Propellant Media to plan and execute a high-impact, full-funnel advertising strategy.

Propellant Media implemented an omnichannel campaign using geofencing, programmatic display, OTT/CTV, YouTube ads, and billboards. Their solution combined behavioral audience modeling with culturally relevant, segmented advertising to reach specific demographics like mothers, fathers, and healthcare professionals. The campaign successfully delivered over 10 million billboard impressions and 3 million YouTube views, achieving strong performance benchmarks like a 75%+ YouTube video completion rate and significantly increasing overall website engagement.

Alabama Department of Public Health (adph)