Download - Public Service Campaign 2007-2008
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Public Service Campaign
2007-2008
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Selection Process
• RFP– Three key criteria
• Potential impact Ad 2 Madison could make• Ability to meet expectations and deadlines• Anticipated working relationship with client
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Mission: To prevent child abuse and neglect,
strengthen families, and promote healing of those
affected by abuse
Parental Stress Center
Prevent Strength Heal
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Core Beliefs
Worth Growth
Dignity
Potential
Support
Independence Responsibility
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Services
• Parent Stressline– 608.241.2221
• Families United Network (F.U.N.)– Weekly dinners – Play dates
• Oasis– Sexual abuse counseling
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The Center’s Challenges
• Lacking name recognition
• Currently not delivering a consistent image and message for the organization
• Lack of materials, tools and resources to provide public awareness
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Opportunities
• Spanish speaking staff
• Parent Advocate activity
• Multi-tiered programming
• Gateway to other services at Parental Stress Center
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Research
• Survey to Parent Advocates
• Reviewed questions from their call log
• Reviewed a few call logs
• Reviewed the training that the Parent Advocates receive
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Campaign Objectives
• Increase the call volume
• Build an awareness campaign
• Increase parent advocate activity
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Target Audience
• Adults in Dane County 18-49 who are parents with children ages newborn to 17 years old
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Critical Insights
abuse neglectalone
help
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Creative StrategySpa
Welcoming
Soft
Gentle
Soothing
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What’s in a Name…
Canopy-a protective covering; the
uppermost spreading branchy layer of a forest
Source: Merriam-Webster
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Identity
We’re about kids ♥
We’re about those who care for them™
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Identity Package
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Postcard
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Valpak Insert
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Radio
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TV
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Canopy Center in the news
• Stopping Parental Stress– NBC 15
• Executive Director called to comment on Run-away mom
• Comeback– The MIC 92.1
• Executive Director interviewed with mother and daughter who co-authored a book on abuse and incest
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March April May June July
Broadcast TV
Cable TV
Radio
Website
Print Print
Media Timeline
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Campaign Value
Radio: 52%
Print: 8 %
Cable TV: 19%
Broadcast TV: 19%
$ 110,337
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Results
• Impressions total = 5.3 million
• Calls - 25% increase
• YouTube hits 155 in two months of posting
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Intangibles
• Empowerment
• Created a strong identity and brand– Integrated campaign– Built brand awareness
• Fostered future media/vendor relationships
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Conclusion
Research: Stress triggers
Strategy: Reach the parents on an emotional level
Promise: Offer of support
Results: Multi-tiered media campaign =
25% call increase
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Public Service Campaign
2007-2008