OurChallenge
Colorado Coalition Against Sexual Assault (CCASA) created public resources and a brand for a campaign to empower survivors , loved ones, family and friends with resources and information about sexual assault reporting options. Ready to turn resources in action, CCASA engaged Barefoot PR to create and implement a statewide Communications Roadmap for the You Have the Right public action campaign.
OurSolution
In less than a month, Barefoot PR negotiated and secured a statewide media buy valued at nearly $400,000, including both digital (targeted ads and social media ads) and traditional media (small market/rural print, Out of Home [billboards, transit ads], and in-bathroom advertising), as well as a four-month partnership with the Colorado Broadcasters Association to disseminate television and radio spots across the state.Our Communications Roadmap also included earned media, organic social media, statewide partner engagement and other direct-to-audience communication. The campaign ran July through October 2021, with non-paid strategies continuing through the end of the 2021. Key campaign successes included:
- Campaign website traffic increased over 860% from the prior year quarter-over-quarter
- Earned media coverage of the campaign and CCASA in 12 different outlets covering all regions of the Colorado
- Produced assets for and distributed a toolkit containing campaign assets to partner organizations across the state as a result of targeted outreach
- More than $122,000 in added value/donated advertising in addition to the original advertising budget
- Four-month partnership with the Colorado Broadcasters Association resulting in more than 36,000 30- and 15-second PSA spots in both English and Spanish airing on television and radio stations statewide
- Partnership with the Colorado Press Network resulting in weekly print ads appearing once a week for 13 weeks in 81 small market newspapers across the state, totaling more than 1,000 individual insertions and 17.5 million+ potential impressions
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