Advocates Take to the Air to Raise Awareness About Congenital Lyme Disease
Geo-targeted television campaign reaches over 156,000 viewers in Washington, DC area during National Children's Mental Health Awareness Week and Mother's Day
WASHINGTON, DC – June 3, 2025 – A DC-based non-profit advertising agency collaborated with Mothers Against Lyme and Project Lyme on a strategic television advertising campaign to raise awareness about the risks and impact of congenital Lyme disease on mothers, children, and families. The cost-effective, geo-targeted campaign successfully reached more than 156,000 viewers across the Washington, DC metropolitan area during the first two weeks of May.
The campaign was organized by Bruce Fries of the Patient Centered Care Advocacy Group, which provides pro bono advertising services and pass-through pricing to nonprofits. Project Lyme sponsored the campaign, while the advertisements were produced by Isabel Rose of Mothers Against Lyme. The timing strategically coincided with National Children's Mental Health Awareness Week, Mother's Day, and National Women's Health Week.
Strategic Media Placement Reaches Policy Influencers
The campaign utilized a sophisticated approach, geo-targeting cable TV subscribers in Washington, DC through traditional linear television while also leveraging major streaming and video-on-demand services. Streaming advertisements were further targeted to reach policymakers and healthcare professionals.
The campaign featured three distinct 60-second advertisements titled “Not Just Ticks,” “Symptoms,” and “No Guidance,” each highlighting different aspects of congenital Lyme disease. To maximize frequency during premium content, 30-second versions were created for placement during prime-time news programming.
The ads can be viewed on YouTube via the links below.
Not Just Ticks
Symptoms
No Guidance
Campaign Delivers Impressive Reach and Engagement
The television campaign generated significant viewership across multiple platforms from April 28 through May 12, 2025. Linear and cable TV placements of 30-second spots reached 142,408 viewers across 564 total spots, averaging 40 spots per day.
News networks dominated the placement strategy with 415 spots across major networks including CNN, Fox News, MSNBC, CNBC, Fox Business, Headline News, and Newsmax during top news shows, including The Lead with Jake Tapper, Inside Politics with Dana Bash, The Source with Kaitlan Collins, Fox & Friends, Hannity, Deadline: White House, The Briefing with Jen Psaki, and more. Sports programming contributed an additional 130 spots across ESPN, Golf Channel, MASN, and Monument Sports Network.
The streaming and video-on-demand component reached 13,980 viewers through 60-second spots specifically targeting news enthusiasts. This digital component achieved balanced reach across devices, with 34% of views on personal computers, 33% on mobile devices, 21% on internet-connected TVs, and 12% through set-top boxes.
Read More: https://www.webwire.com/ViewPressRel.asp?aId=339129