Public Service Campaign

2007-2008

Selection Process

• RFP– Three key criteria

• Potential impact Ad 2 Madison could make• Ability to meet expectations and deadlines• Anticipated working relationship with client

Mission: To prevent child abuse and neglect,

strengthen families, and promote healing of those

affected by abuse

Parental Stress Center

Prevent Strength Heal

Core Beliefs

Worth Growth

Dignity

Potential

Support

Independence Responsibility

Services

• Parent Stressline– 608.241.2221

• Families United Network (F.U.N.)– Weekly dinners – Play dates

• Oasis– Sexual abuse counseling

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

Opportunities

• Spanish speaking staff

• Parent Advocate activity

• Multi-tiered programming

• Gateway to other services at Parental Stress Center

Research

• Survey to Parent Advocates

• Reviewed questions from their call log

• Reviewed a few call logs

• Reviewed the training that the Parent Advocates receive

Campaign Objectives

• Increase the call volume

• Build an awareness campaign

• Increase parent advocate activity

Target Audience

• Adults in Dane County 18-49 who are parents with children ages newborn to 17 years old

Critical Insights

  abuse neglectalone

help

Creative StrategySpa

Welcoming

Soft

Gentle

Soothing

What’s in a Name…

Canopy-a protective covering; the

uppermost spreading branchy layer of a forest

Source: Merriam-Webster

Identity

We’re about kids ♥

We’re about those who care for them™

Identity Package

Postcard

Print

Valpak Insert

Radio

TV

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

March April May June July

Broadcast TV

Cable TV

Radio

Print

Website

Print Print

Media Timeline

Campaign Value

Radio: 52%

Print: 8 %

Cable TV: 19%

Broadcast TV: 19%

$ 110,337

Results

• Impressions total = 5.3 million

• Calls - 25% increase

• YouTube hits 155 in two months of posting

Intangibles

• Empowerment

• Created a strong identity and brand– Integrated campaign– Built brand awareness

• Fostered future media/vendor relationships

Conclusion

Research: Stress triggers

Strategy: Reach the parents on an emotional level

Promise: Offer of support

Results: Multi-tiered media campaign =

25% call increase

Public Service Campaign

2007-2008