Driving Awareness for Behavioral Health Resources Across Rhode Island

Client: Executive Office of Health and Human Services, CCBHC Initiative
Vertical: Public Health, Behavioral Health
Primary Tactics: Native Advertising, Programmatic Social

On this page:
Client Summary
Targeting
Solutions Utilized
Audience Response
Top Sites
Optimizations Performed
Impact and Lift

Client Summary

The Rhode Island Executive Office of Health and Human Services oversees health, social service, and Medicaid-related programs statewide. In partnership with Certified Community Behavioral Health Clinics, the goal was to raise awareness of free and Medicaid-covered mental health resources for families, especially parents and caregivers of children showing behavioral or emotional challenges. The campaign focused on connecting residents to local services, encouraging early intervention, and improving familiarity with the CCBHC program.

RI-EOHHS - a behavioral Health Clinic.

Targeting

  • Primary audience: Parents and caregivers ages 25 to 44, with a high concentration in Medicaid-eligible households under 60K HHI.
  • Behavioral segments: Symptom Investigators searching for terms like child anxiety symptoms and ADHD signs.
  • Geo focus: Eight catchment areas statewide, with strong results in Providence, Pawtucket, and Warwick.
  • Device and context: Mobile led with 65 percent of engagements, with placements on health, parenting, and family sites.
  • Time of day: Peak engagement between 6 to 10 PM accounted for 60 percent of clicks.

Solutions Utilized

  • Native Advertising: Editorial-aligned placements on health and parenting publishers to drive qualified site traffic.
  • Programmatic Social: Demographic, behavioral, and geo-qualified paid social to scale reach among caregivers.
  • Micro-Personas™: Manicz Media Micro-Personas were used to tailor creative delivery by behavioral pattern.
  • Premium added value inventory: Deployed in smaller audience buckets to capture outsized CTR.

Programmatic Social Ad 1 - Designed to look and feel like a social media ad unit but targeted and served across the broader web on contextually relevant sites and content. Programmatic Social Ad - Designed to look and feel like a social media ad unit but targeted and served across the broader web on contextually relevant sites and content.

Audience Response

Highlights

  • Native CTR reached 0.22 percent, in line with benchmarks of 0.15 to 0.25 percent.
  • Programmatic Social CTR reached 0.13 percent, slightly under the 0.15 to 0.25 percent benchmark, with strong reach.
  • Viewability ranged from 79 percent to 82.5 percent, above the 70 percent benchmark.
  • Message frequency averaged 9.4 to 10.1, supporting brand recall.
  • 80 percent of the reached audience was ages 25 to 44, with 60 percent female guardians.
  • 40 percent exhibited health search behavior, with high interest in child behavioral topics.
  • 72 percent engaged with parenting and family content.
  • Urban audiences in Providence and Pawtucket generated 58 percent of impressions.

Top Sites

Publisher Category Impressions Clicks
providencejournal.com News 70,128 159
healthline.com Health 69,542 142
parenting.com People and Society 68,975 171
whattoexpect.com People and Society 68,412 155
mayoclinic.com Health 67,853 148
psychologytoday.com Health 67,298 162
wpri.com News 66,745 139
goodhousekeeping.com Home and Garden 66,194 166
golocalprov.com News 65,647 152
babycenter.com People and Society 65,103 145

Additional high performers included turnto10.com, cnn.com, huffpost.com, womansday.com, verywellfit.com, and abc6.com.

Programmatic Social Ad 300x250 - Designed to look and feel like a social media ad unit but targeted and served across the broader web on contextually relevant sites and content.

Impact and Lift

  • Brand recall lift: Estimated 8 to 18 percent, equal to 14,000 to 37,000 individuals remembering the CCBHC brand.
  • Search uplift: Estimated 10 to 25 percent increase for behavioral health terms, equal to 17,500 to 51,250 influenced searchers.
  • Unique reach: Estimated 175,000 to 205,000 users with sustained exposure frequency of 9.4 to 10.1.

Audience traits, search intent, and modeled lift are derived from a blend of third-party addressable data and first-party engagement indicators collected during the paid media campaign.

Audience Traits

This campaign reached highly targeted parents and caregivers in Rhode Island, with the following key demographic and behavioral characteristics:

Trait Audience Composition Notes
Age Brackets 25–34: 42%, 35–44: 38%, 45+: 20% Skewed toward young-to-mid adult caregivers
Gender Female: 60%, Male: 38%, Other: 2% Majority were mothers or female guardians
Household Income <$30K: 40%, $30K–60K: 45% High concentration of Medicaid-eligible households
Parental Status 92% have children under 18 Strong alignment with target caregivers
Device Usage Mobile: 65%, Desktop: 25%, Tablet: 10% Reflects on-the-go content consumption
Top Engagement Time Evening (6–10 PM): 60% of clicks Parents more responsive during after-work hours

Conclusion

The Rhode Island EOHHS campaign shows how a data-driven, audience-first approach can connect the right people with life-changing resources. By leveraging precise targeting, relevant creative, and continuous optimization, Manicz Media successfully engaged parents and caregivers, increased awareness of free mental health services, and drove measurable lifts in brand recall and search activity.

If your organization is looking to reach healthcare audiences with impact, we can help. Contact Manicz Media today to strategize a healthcare-focused, highly targeted ad campaign that reaches the right people at the right time.

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