Case Study: The Public Good Projects achieves targeted, data-driven opioid awareness with Zignal Labs

The Public Good Projects - Customer Case Study

The Public Good Projects, an evidence-based nonprofit public health organization, needed to understand and reach emerging adults (ages 18–25) about the U.S. opioid crisis and how discussions differed across rural and urban communities. To gain timely, real‑world visibility into public discourse and craft targeted messages, The Public Good Projects partnered with Zignal Labs and used Zignal Labs’ media analytics platform to monitor conversations across social, online and traditional media.

Zignal Labs collected and analyzed four weeks of data across Twitter, Instagram, Facebook, news, blogs, broadcast and more, which PGP combined with surveys and psychographic profiling. The work revealed low awareness (just over half had heard of the “opioid epidemic,” 20% misclassified other drugs as opioids and 15% were unsure), clear rural–urban differences, and that public messaging focused on government and families with little practical guidance. With Zignal Labs’ insights, The Public Good Projects redesigned its campaign to prioritize awareness and actionable, region‑tailored messaging to better reach at‑risk young adults.

The Public Good Projects

Joe Smyser

CEO