Department of Homeland Security
Raising Awareness to Encourage Action.
Challenge
Elevate awareness of the See Something, Say Something message across major events and markets nationwide, motivating the public to take an active role in homeland security by recognizing and reporting indicators of terrorism, crime, and other threats. Each campaign included a clear call to action directing audiences to local law enforcement or educational resources. For Super Bowl LIV, the campaign spanned multiple high-traffic events and locations throughout Miami, including Hard Rock Stadium on game day, the NFL Super Bowl Experience at the Miami Beach Convention Center, Super Bowl Live at Bayfront Park, the Players Tailgate, and concert events at American Airlines Arena, with additional exposure across nearby travel hubs such as Miami (MIA) and Fort Lauderdale (FLL) airports.
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. Super Bowl LIV campaign covered multiple events and locations throughout Miami, as well as nearby airports and travel hubs.
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:
We deployed a high-impact, bilingual media mix across the Miami DMA—using digital display, video, and Pandora audio with click and click-to-call messaging. The If You See Something, Say Something PSA ran on programmatic CTV and premium, non-skippable Hulu OTT, supported by mobile geofencing, Snapchat, and high-impact ad units at major events. We extended reach with digital billboards, Brightline live boards, and bus shelters along key routes to and from MIA and FLL, capturing both residents and visitors.
Florida Media Strategies and Tactics:
In Florida, we adapted to COVID-era media shifts by moving investment from traditional TV and radio to OTT/CTV and streaming audio. We deployed a bilingual mix of video, display, audio, and high-impact ads to build reach and frequency for the See Something, Say Something message, supplemented by gas station TV to reach on-the-go audiences and targeted social placements on Snapchat, Facebook, and Instagram to engage younger residents and beach-going tourists.
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.
Texas, Colorado, and Ohio Media Strategies and Tactics:
We prioritized high-impact digital display with click-to-call units, enabling users to report suspicious activity directly from the ads. As COVID restrictions eased, we used geofencing to reach audiences at newly reopened gyms, salons, and event spaces, adapting to state-by-state nuances. The mix was strengthened with CTV and streaming audio to reach cord-cutters, and Snapchat to engage younger audiences.
220M
Digital Impressions Placed
20M
CTV impressions with High View Completion Rates
