Case Study: Northwell Health drives gun violence prevention awareness with StrawberryFrog

Northwell Health boosts brand consideration 11% with StrawberryFrog

Northwell Health, a healthcare system, faced the challenge of reframing gun violence as a public health issue and galvanizing the public into action, as it had become the leading cause of death for children in the U.S. The vendor StrawberryFrog was tasked with using a humorous approach to tackle this serious subject and support Northwell's "Raise Health" movement.

StrawberryFrog created the "Doesn't Kill You To Ask" campaign to shift the conversation from gun ownership to safe storage access. The solution included a TV commercial, print ads, OOH placements, and a digital campaign to encourage parents to ask about unlocked guns in homes their children visit. The campaign dramatically exceeded expectations, resulting in exposed individuals being 2.5x more likely to ask the question and an 11% boost in brand consideration for Northwell. StrawberryFrog's work established Northwell as a leader on the issue and earned a gold Effie award.

Northwell Health