Branded Content That Educates, Informs Americans About the Opioid Epidemic

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

Washington Post readers are already highly informed consumers. But a recent content marketing campaign that Optum created with the Washington Post’s branded content arm, WP BrandStudio, made the bold move of educating health system stakeholders and consumers about the opioid epidemic and advocating for a point of view about how to solve the crisis.

It was the right thing to do, says Jennifer Hovelsrud, senior brand director at Optum, a health services and innovation company.

In September 2019, she told Target Marketing about why the February 2018 multimedia investigative feature titled “Working



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in