The Strategy
Our strategy and research team conducted interviews with a variety of Childhelp’s internal and external stakeholders, and digested secondary research available from a variety of governmental and private sector sources. Our team’s strategic insights included the following:
Insight 1
Childhelp was currently relying on an aging demographic for financial support, but had a major opportunity to pass the baton to Millennials as their financial resources grew to the point where they could become substantial donors.
Insight 2
Childhelp was under-leveraging local communities as a strategic asset and therefore had the opportunity to drive program adoption at the grassroots level.
Based on these insights, we developed a strategy to appeal to local communities of potential volunteers, donors, and celebrity ambassadors and to cultivate awareness with Millennials.
To facilitate this, messaging had to be developed that would “stick.” While one would think that the simple fact that child abuse is abhorrent would be a strong enough message in itself, the reality is that we had to come up with a way to make the message stay with people. With that challenge at hand, our team created the #FiveTooMany campaign. In short, approximately five children per day die as a result of child abuse.
Our PR tactics included:
- Conducting proactive media relations
- Driving attendance at the Childhelp “Drive the Dream Gala”
- Developing and distributing the Childhelp #FiveTooMany PSA (public service announcement)
- Crafting a media tour
