Branded Content That Educates, Informs Americans About the Opioid Epidemic

It’s no secret that sports marketing is one of the hottest topics on marketers' minds. Determine the best way for your brand to show up at ADWEEK Brand Play: A Sports Marketing Summit. Register now to join in NYC or virtually on May 9.

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

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in