Department of Homeland Security

Raising Awareness to Encourage Action.

Solution
Campaign Development: LMO planned each campaign with market and audience nuances in mind. While overall audience targeting was broad (adults 18+), we had to take into consideration the behaviors and consumption habits of locals versus tourists, event attendees, Spanish-language speakers and travelers. Additionally, with the onset of the COVID-19 pandemic, we needed to act upon shifting media trends among target audiences, leveraging over-the-top/connected TV and social media to reach audiences where they were spending the majority of their time — at home.  ​

  • Super Bowl LIV Media Strategies and Tactics:

    • Used digital display, video and Pandora audio in English and Spanish to reach users throughout the Miami designated marketing area (DMA) with click and click-to-call messaging.

    • Leveraged the “If You See Something, Say Something” PSA across programmatic connected TV (CTV) as well as premium non-skippable over-the-top (OTT) video on Hulu to reach Miami residents at home.

    • Deployed mobile geo-fencing display tactics as well as Snapchat to target users at major events and in areas of high importance​.

    • Layered in high-impact ad units to capture attention, increase engagement and tap into bilingual audiences.

    • Targeted visitors and residents in key locations and major arteries to and from MIA and FLL airports​ with digital billboards and live boards across the Brightline mass transit network and bus shelters throughout Miami to capture pedestrians around major events.

  • Florida Media Strategies and Tactics:

    • Acted upon shifting media trends during the COVID-19 pandemic among target audiences, which saw audiences move away from traditional television and radio and toward OTT/CTV and streaming audio.

    • ​Use a mix of video, display, audio and high-impact ads to engage audiences and increase reach/frequency of the See Something, Say Something message ​in both English and Spanish.

    • Captured the attention of on-the-go local and tourist audiences at the gas pump with gas station TV.

    • Reach younger residents and beach-going tourists across social media channels where they are the most engaged, such as Snapchat, Facebook and Instagram.

  • Texas, Colorado, and Ohio Strategies and Tactics:

    • Prioritized high-impact digital display with click-to-call units, giving users across markets the ability to report suspicious activity directly from the ad units.

    • As COVID-19 restrictions lifted, we used geofencing to target recently reopened gyms, salons, event spaces, etc., paying close attention to the nuances of restrictions across states.

    • Layered in CTV to reach cord-cutters and streaming audio, capitalizing on viewing and listening trends that leaned toward streaming.

    • Deployed Snapchat to reach younger audiences.

  • See/Say Day

    • Used an integrated media mix to engage and educate a national audience with a limited budget.

    • Leaned heavily on high-impact custom units, including video and quizzes, to encourage engagement.

    • Increase media spend the week of September 21st to ramp up awareness and engagement on the National Awareness Day, September 25, 2020.

    • Enhanced CTV with branded skins that asked users to “Share why you SeeSay using #WhyISeeSay” on social media channels.

Results:

  • Across the Super Bowl LIV, Florida, Texas, Colorado, Ohio and See/Say Day initiatives, the campaigns generated over 220 million digital impressions, nearly 20 million CTV impressions with high view completion rates and significant out-of-home exposure.

The Department of Homeland Security's multi-faceted See Something, Say Something awareness campaigns delivered remarkable results in 2020 despite the challenges of COVID-19. By strategically adapting to shifting media consumption patterns and tailoring approaches for specific regional audiences — including bilingual content for diverse markets — LMO raised awareness about the public's role in homeland security while delivering substantial added value through media optimizations.

Challenge
Inform and engage the public to play an active role in homeland security nationally and locally by raising awareness of the “See Something, Say Something” message.

  • Four campaigns throughout 2020:

    • Super Bowl LIV to raise awareness among tourists and locals in Miami, FL. (1/13/20–/6/20)

    • Florida Awareness Campaign to raise awareness among tourists and locals at popular beach destinations during the summer (6/14/20–8/30/20)

    • Texas, Colorado and Ohio Awareness Campaigns to raise awareness among residents of Dallas, San Antonio and Denver, in cities along I-25 in Colorado, and throughout Ohio. (8/1/20–9/30/20)

    • See\Say Day campaign to promote National Awareness Day on September 25, 2020. (8/27/20–9/30/20)

Objective
Enhance awareness of the See Something, Say Something message at multiple events and markets throughout the country, encouraging the public to take an active role in homeland security and raise awareness of indicators of terrorism, crime and other threats. Ads included a call to action to report suspicious activity to local law enforcement or access resources about how individuals can play an active role in national security. Each campaign had objectives, including:

  • Super Bowl LIV campaign covered multiple events and locations throughout Miami, as well as nearby airports and travel hubs:

    • Event on Sunday, 2/2/20 at Hard Rock Stadium​

    • NFL’s Super Bowl Experience at the Miami Beach Convention Center from 1/25/20–2/1​/20

    • Super Bowl Live Fan Festival at Bayfront Park from 1/25/20–2/1​/20

    • Super Bowl Players Tailgate on 2/2/20

    • Super Bowl concert events at American Airlines Arena from 1/30/20–2/1/20​

    • The closest airports were Miami (MIA) and Ft. Lauderdale (FLL), ~15 miles from Hard Rock Stadium

  • Florida, Texas, Colorado and Ohio campaigns occurred during the height of the COVID-19 pandemic, so adapting to shifting media trends among target audiences in each state was crucial.

  • Campaigns in Florida and Texas also targeted Spanish-language and bilingual speakers.

  • The See\Say Day Campaign had to achieve broad national reach and engagement on a limited budget and encourage users to download resources from a custom campaign landing page.