Starting in 2023, MDR partnered with the Virginia Foundation for Healthy Youth (VFHY) and Rescue Agency to evaluate the impact of the “Deadly Dose” campaign. Deadly Dose is a social marketing initiative that seeks to reduce the misuse of pills and powders among youth and young adults. The campaign was developed by Rescue and targeted two key age groups: adolescents aged 13–17 and young adults aged 18–24 who were either susceptible to or experimenting with these substances.

To measure campaign impact, MDR conducted an online survey among adolescents and young adults in Viriginia. The survey was designed to capture attitudes, behaviors, and susceptibility related to pill and powder misuse. A total of 400 surveys were completed, with quotas set to ensure adequate representation of the target age groups. The survey instrument included a mix of closed and open-ended questions, and MDR’s team handled programming, testing, and quota monitoring using the Voxco platform. Internal testing was followed by client and vendor reviews to ensure quality and readiness for launch.

MDR’s deliverables included a comprehensive data compendium, a data dictionary, and coded open-ended responses. The team also provided weighted data outputs and a PowerPoint report summarizing key findings. These materials were designed to support VFHY’s strategic planning and future campaign development by helping VFHY understand how their messaging resonated with vulnerable youth populations and provided actionable insights for future outreach efforts.