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Choose Change California

Also: Choose MAT · ChooseChangeCA

California Department of Health Care Services statewide multimedia campaign (US-CA) running since 2019 to raise awareness of medications for opioid and stimulant use disorder and reduce stigma, originally pointing to chooseMAT.org; by 2023 it had grown from a $10 million contract to $40 million with added fentanyl messaging, placed by M&M Media Solutions.

Years
2019–now
Reach
4.2B impressions as reported
“DHCS reported 4.2 billion impressions since 2019 and about 50,000 monthly site visitors;”
Country
United States
Budget
Contract grew from $10 million to $40 million after a $30 million addition (Bay Area News Group, Sept 2023); funded largely through federal opioid-response grants per DHCS.
Topic
DrugsOpioids
Asks people to
Reduce stigmaSeek help
Strategy
Service linkStigma reduction
Channel
EventsOutdoorRadioSocial (paid)TVWebsite
Audience
AdultsGeneral public
English, Spanish, Mandarin and Cantonese speakers.

Evidence

Self-reportedUnknown

DHCS reported 4.2 billion impressions since 2019 and about 50,000 monthly site visitors; Bay Area News Group found its most-watched YouTube ad had just over 120 views in a week. No outcome evaluation.

Sponsor (who paid)

  • California Department of Health Care Services (DHCS) State local government, funder and creator

Credits (who made it)

  • M&M Media Solutions Media, 2018-2023 source

Executions (individual ads)

Related campaigns

Sources

  1. Bay Area News Group (via EMS World): California spent $40 million on opioid awareness campaign; fentanyl still killing nearly ... (25 Sept 2023) news · 2023
  2. Choose Change California: About sponsor

Research notes

US-CA. Credits checked 2026-10-22 against fetched pages: M&M Media Solutions (media buyer, first contracted 2018; Bay Area News Group). Creative agency not named. Started 2019 and still running in 2023; current status unknown because choosechangeca.org sits behind a captcha (page not readable, cited from search result). Executions are uploads by third parties (CrossingsTelevision Mandarin and Cantonese spots; a 'Your California Life' TV segment), oEmbed-confirmed. DHCS says it is funded largely through federal opioid-relief grants; no settlement funding found. Discovered 2026-10-22 for #17.

Record cases/ca-choose-change-california.json, updated 2026-10-22· Link to this campaign