Internal research of parents of kids who learn and think differently showed that stigmas associated with these challenges can lead to skepticism, preventing proper support and leading to a negative impact on their child’s mental health. “Be the Reason” was launched to drive issue awareness around these stigmas.
90% of all parents believe there are children who learn and think differently– but they are still influenced by stigmas and myths. The campaign focused on a child’s perspective of trying to convince her parents that her learning and thinking differences are real. We targeted parents of kids who learn and think differently, connecting with them on a personal level, and asking them to trade their skepticism for support. Messaging encouraged these parents to believe that their child’s challenges are real, and to be the reason they thrive in life.
The campaign ran across a variety of social channels (as :30, :15, :06 video spots and digital banners), exceeding its paid media goals with 76M impressions, 45M video views & 25M video completions (Metrics higher than industry benchmark for nonprofits). We can proudly claim that we changed the minds of nearly 100,000 parents during the study period alone.
Client: Understood.org
Director: Carrie Stett
DP: Christine Ng
Roles: Campaign development, Creative Direction, Copywriting
Awards:
2023 Shorty Awards Winner
2023 PR Daily Awareness Campaign of the Year
2023 PR Week Purpose Award Winner
Featured: NBC Houston | NBC Memphis | Philanthropy Journal
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