HRSA Poison Help Line Awareness Campaign 2024-2025

Using performance data and audience insights from the previous campaign year, Castano Group shaped Retracing the Steps into a narrative-driven concept focused on the real psychological process people experience after a poison-related accident. By analyzing which topics and storytelling approaches most captured viewer attention, we designed the campaign to visually replay critical actions, decisions, and missed details—guiding audiences through that mental rewind and powerfully reinforcing the final, lifesaving step: calling the Poison Help Line.

The campaign employed a loose, handmade illustration style that enhanced the abstract nature of recalling events. This visual approach creates a compelling representation of internal dialogue and realization processes, offering fluidity in depicting both physical objects and abstract emotions.

Our paid media plan targeted bilingual media margets to better reach Spanish-speaking audiences through broadcast PSAs.  Our web and social media plan focused on Meta, YouTube and Google search, using targeted keywords to push traffic to poisonhelp.hrsa.gov and the toll-free Poison Help Line.