Florida Department of Highway Safety and Motor Vehicles
View Case Study
Community Based Care (CBC) is a nonprofit organization in the Orlando area that is responsible for overseeing foster parenting, adoption and independent living programs for children and families in need.
Founded in 2003 in Seminole County, FL, CBC recently earned a government contract to be the lead agency in both Orange and Osceola counties. Despite these accomplishments, they had little recognition outside of Seminole County.
CBC of Central Florida needed a way to introduce themselves in the new communities and increase awareness of their children’s programs. Partnering with TW2, a public relations firm, our teams collaborated to create an awareness campaign to reach the new markets.
To prompt audiences to think about the possibility of fostering, adopting or donating, we developed and launched the Open Campaign, featuring messages like “Open your Heart,” “Open your Mind,” and “Open your Door.”
The campaign kicked off at three community breakfasts, to which influential people and businesses in each county were invited. Using the Benevon Model, a heartwarming video was created to set the tone of the campaign, including statistics of homeless children in Central Florida.
A well-known and respected Central Florida newscaster was the spokesperson for the campaign and campaign collateral consisted of print and banner ads, TV PSAs, radio spots, Facebook artwork and microsite. An Open Campaign kit for local businesses was also produced and included of door hangers, POP displays, door wraps and tent cards.
Each community breakfasts was filled to capacity and, while the goal of phase one was strictly to introduce the campaign, CBC was able to raise over $150,000 towards the $500,000 goal.
There has been new buzz in the community and CBC’s Facebook page fan base has grown by 75 percent.