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Rhode Island Executive Office of Health & Human Services

MyOptionsRI Awareness Campaign

Overview

DDL Advertising led a multilingual, cross-platform awareness campaign to increase statewide awareness of MyOptionsRI.gov, a centralized resource that helps older adults, caregivers, and people with disabilities access services that support independent living.

Campaign Goals

Drive website visits

Increase Awareness

Reach priority audiences

Campaign Tactics

Multilingual Creative

Campaign messaging and creative were developed in multiple languages to ensure accessibility and resonance across Rhode Island’s diverse communities, supporting inclusive statewide awareness.

Statewide media mix

A comprehensive media strategy leveraged broadcast, radio, streaming, and digital placements to deliver broad reach and consistent messaging across the state.

Performance-driven digital

Targeted digital tactics prioritized efficient reach and engagement, using data-driven optimization to drive traffic to MyOptionsRI.gov and support sustained awareness growth.

Results

The campaign delivered more than 6.5 million impressions statewide, generating strong engagement across broadcast, digital, radio, and streaming platforms and supporting continued awareness growth through an ongoing Phase 2 campaign.