Social Media Campaign

Children’s Home Society of Florida surpass social media goals to raise awareness

The nonprofit wins first place in the Social Media Campaign category of PR Daily’s 2020 Nonprofit PR Awards for targeting a different demographic with the same message.

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In Florida, nearly 17% of adults have a diagnosable mental illness and nearly 12% of youth reported a major depressive episode in the past year (nearly 62% of whom received no treatment). For Children’s Home Society of Florida (CHS), that is unacceptable given they offer telehealth online counseling. To raise awareness of its services, CHS set hard targets, like increasing calls to its telehealth line by 25%.

Research revealed three distinct target audiences: adolescents, parents of adolescents, and new mothers. Research also identified the preferred online platforms for each audience, which led to three distinct 45-day campaigns, each aimed at one of the three audiences. Social media was the primary platform for each campaign. The campaigns employed videos (which were promoted across multiple platforms), outreach via Spotify, a web landing page, and supplemental print. CHS exceeded all of its objectives, including a 3,600% increase to its toll-free telehealth number and a 30% increase in referrals.

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