LifeBridge Health - Stop the Iron Pipeline
A campaign that stops trafficking.
How do you help prevent the flow of illegal guns into Maryland?
Client Challenge
LifeBridge Health, one of Maryland's largest healthcare providers, faced the urgent challenge of raising public awareness about the illegal flow of firearms into Maryland via Interstate 95, also known as "The Iron Pipeline." Their goal was to raise awareness and inspire communities to take action to help reduce gun violence and disrupt this dangerous trafficking network through education and engagement.
Planit's Solution
Planit created an integrated campaign combining a responsive microsite, targeted influencer partnerships, and strategic paid media. With a perfect blend of social amplification, precise digital and traditional media outreach, and an award-winning microsite, the campaign effectively educated audiences and sparked meaningful action on the issue.
Microsite, Major Impact
The microsite was designed and developed to deliver a focused, high-impact experience that adjusts seamlessly across all devices and screen sizes. Visually striking and highly functional, the site combines vivid imagery, clear messaging, and straightforward navigation to guide users effortlessly through content and calls to action, ensuring every interaction feels intuitive, impactful, and purposeful.
Influencers In Action
LifeBridge Health’s Stop the Iron Pipeline Influencer Campaign united a diverse group of creators to drive community awareness and spark action to sign the petition, all with a focus on eliminating gun trafficking.
Through a mix of survivor stories, educational content, man-on-the-street interviews, creative storytelling, and advocate stories, the influencer campaign aimed to humanize the issue and promote preventive measures, leveraging Instagram and TikTok and building on the momentum of the paid advertising campaign and public relations initiatives that helped launch and build campaign momentum.
Bringing it All Together
Our paid media approach was designed to increase awareness to the general public and the policymakers who can help shape gun legislation. For the highest impact, we utilized a combination of television, display banners, print, and OOH placements.
Digital display helped us reach our desired audience in specific geographies and environments, including a mobile billboard strategically placed at the base of Capitol Hill. To bring it all home, a full-page ad in the Wall Street Journal was delivered to the desk of each Congress Member.
High-profile television placements included: Face The Nation, 60 Minutes, CBS Evening News, Good Morning America, Army/Navy Football Game, and Monday Night Football.
228K+
social media views
15K+
social media engagements
129K+
total impressions
40K+
website visitors
4K+
petition signatures
325+
messages sent to the attorney general
61M+
Impressions
delivered across Baltimore & DC markets
3,000+
bonus TV spots
from Baltimore partners, boosting total TV impressions by 33%
