Center for Hope needed a public-awareness campaign about children affected by homicide and grieving caregivers. Storyfarm helped choose an approach that could carry the weight of the subject without becoming exploitative, then built a campaign around it.
This was a hard subject from every angle. The campaign needed to deal honestly with trauma, grief, and community violence, but still be watchable. It also had to work within budget. The wrong production choice would have either dulled the message or made it too literal.
Storyfarm recommended a 3D animated approach with a cel-style treatment instead of live action. That choice protected the dignity of the subject, made the message easier to watch, and stretched the budget further. The campaign was then distributed to targeted audiences including teachers, parents, child care providers, first responders, and faith communities.
The campaign reached 439,351 people on a media spend of $7,735. Native and pre-roll placements delivered a 94.45 percent completion rate, and faith-based audiences recorded the highest completion rate at 96.56 percent. The work showed that medium choice matters. In a campaign like this, it can be the difference between being respectful and being ignored.
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