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Colorado Department of Health & Environment (CDPHE) “Radon Awareness”

Insight & Analysis

Radon gas is a naturally-occurring product that results when uranium decays, and this odorless and colorless gas seeps into homes and other buildings through cracks in the foundation. In Colorado, 50% of homes have unhealthy radon levels. The public perception viewing radon as a health hazard remains low with an even smaller perception of Colorado residents aware that radon is a carcinogen. Additionally, low radon awareness is correlated with lower income, minority status, older age, rural residence and limited education. 

Armed with this data and $200,000 of allocated funding from the Public Health Tracking Network, Philosophy Communication worked with the Colorado Department of Health & Environment (CDPHE) to execute a four-year statewide radon marketing campaign starting in November 2021 to English and Spanish-speaking Colorado residents.


Beginning with a strategy meeting, Philosophy met with the CDPHE to set goals for the integrated communications campaign and establish our target audience.


  • Educate the public about the health impacts of indoor radon
  • Promote testing and mitigation systems, with a strong focus on National Radon Action Month in January


Reach low-income homeowners to satisfy the Low-Income Radon Mitigation Assistance (LIRMA) outreach program

Insight & Analysis

Philosophy set the launching point for the campaign to begin in January with National Radon Action Month. We also noted that the best time to test one’s home for radon was when windows were closed, which meant prior to the summer months when windows are open. Therefore, we needed to concentrate our efforts for testing homes January – June and then continue the effort in the fall.

In the past, the CDPHE had created a myriad of programs to reach low-income homeowners from partnerships in physician’s offices to bus stop advertising. Though many of these efforts were positive, they were often executed as singular initiatives. Philosophy saw an opportunity to ground campaigns in research so that future efforts built upon each other with unified message.

Philosophy executed the following five-step approach:

1. Stakeholder Engagement Market Analysis

2. Education Campaign Development

3. Application Process / Collateral Asset Refresh

4. Earned Media

5. Paid Media


An integrated campaign proved to be the magic allowing Philosophy to exceed its goals.

• 214 LIRMA applications (passed our goal of 100)

2,035 radon test kits distributed

Other key results to the program have been website visits up from 9,438 visits in 2021 to 30,011 in 2022, an increase of 318%. Additionally, the campaign saw a visitor increase to the LIRMA application web page from 11,488 in 2021 to 30,016 in 2022, an increase of 217%. However, the best result of all has been the number of people the campaign has reached educating them about the importance of radon testing. Overall, the campaign resulted in 40 media stories, including 10 broadcast, 30 online/print, and 15,951,574 digital ad impressions signifying that radon may be known as a silent killer but the campaign behind it has been anything but quiet.
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