A huge collection of 3400+ free website templates JAR theme com WP themes and more at the biggest community-driven free web design site
Home / R&R Partners Launches New Campaign for National Child-Welfare Program

R&R Partners Launches New Campaign for National Child-Welfare Program



For the first time in more than 10 years, the National Court Appointed Special Advocates and Guardian ad Litem Association for Children (CASA/GAL) are launching a new campaign with the help of advertising agency, R&R Partners. The multimedia campaign aims to increase brand awareness and recruit volunteers to provide best interest advocacy in courts for children who have experienced abuse and neglect.

National CASA/GAL supports and promotes court-appointed volunteer advocates so every child who has experienced abuse or neglect can be safe, have a permanent home, and experience the opportunity to thrive. The organization, which has existed for almost 40 years, has 950 state and local programs across the country. CASA/GAL volunteers are appointed by judges to advocate for children’s best interests. They stay with each case until it’s closed and the child is in a safe, permanent home. The 94,000 volunteers work with legal and child welfare professionals, educators and service providers to ensure that judges have all the information they need to make the most well-informed decisions for each child.

R&R created two public service announcements for National CASA/GAL. Filmed from a child’s perspective during a transition from one placement to another, each is a portrait of a frightened and confused child who has no idea where they are going. In “Instability,” a girl is thrust into a new environment and feels like a complete outsider. Then she meets her CASA/GAL volunteer, who is 100% her advocate. In “Then You Came Along,” a boy is depicted going through a similar experience and, ultimately, meeting his caring CASA/GAL volunteer.

“R&R Partners is the definition of partnership. They were able to capture the National CASA/GAL voice, and better help us tell our story because of their advertising expertise, passion for the work, insight, and commitment to understanding our organization,” said Tara Perry, CEO, National CASA/GAL Association for Children. “By aligning their work with our mission, R&R was able to accurately portray the importance of the work we do on behalf of children.”

R&R Partners shot the campaign with director, Tyler Stableford, an award-winning Colorado photographer and filmmaker who is also a CASA/GAL volunteer.

The final spots will run on TV, digital OOH and online. TV Access will distribute them to 3,000-local broadcast TV stations and cable systems, encouraging them to run as PSAs, and track airings via Nielsen Sigma reporting. Through a partnership with National CineMedia, the campaign will be adapted to include screen text and play in 1,500 theater lobbies. The :15 spots will also be seen in Captivate elevator screens in premier U.S. office buildings. Other efforts include print and online, such as social media placements on Facebook, Instagram and

YouTube, pre-roll, and display media. All assets will also be available to the nearly 950 state and local National CASA/GAL organizations.

R&R Partners worked closely with its media partners to secure PSA or discounted rates that adhere to National CASA/GAL’s budget.

“R&R is committed to supporting and promoting advocacy for children, education and equality in the communities we live in,” said Fletcher Whitwell, chief media and publishing officer at R&R Partners. In fact, multiple members of the account team have participated in CASA training and were sworn in as volunteers. “The National CASA/GAL campaign will provide the necessary awareness and support this amazing organization needs to support the many children in need.”

To assist the new campaign, R&R Partners also redesigned the National CASA website to ensure that users are able to easily navigate it and learn how to get involved with the organization.

If you are interested in learning more about National CASA, please visit: https://casaforchildren.org.



Credits
Advertising Agency: R&R Partners, Las Vegas, NV (USA)
Partner and Chief Media & Publishing Officer: Fletcher Whitwell
Group Creative Director: Kyle Curtis
Director of Brand Strategy: Sara Macfarlane
Asst. Brand Strategist: Kyle Lewis
Corporate Media Strategy Director: Joan Jungblut
Account Director: Jacqueline Meason
Sr. Brand Manager: Amanda Bergman
Director of Content Production: Gerri Angelo
Creative Director: Destin Cox
Research Manager: Mandy Walsh
Asst. Research Manager: Mackenzie Grant
Assoc. Creative Director: Ryan Izant
Sr. Copywriter: Coby Gerstner
Sr. Art Director: Brett Smith
Jr. Designer: Stepheni Collins
Sr. Designer: Marissa Empey
Designer: Abigail Steele
Director of Channel and Media Strategy: Adam Cooke
Programmatic Specialist: Katie Sullivan
Experiential and Digital Producer: Nicole Snarr
Experiential Design Director: Jeremy Fishman
Digital Production Coordinator: Alegre Lopez

Client: National Court Appointed Special Advocates and Guardian ad Litem Association for Children (CASA/GAL)
Chief Executive Officer: Tara Perry
Chief Marketing and Communications Officer: Necole Merritt
Deputy Chief Executive Officer: Sally Erny
National Communications Officer: August Aldebot-Green

About Abdi

Check Also

PJA Brings ‘Uncornered’ Stories to Life in Photographic Exhibit for College Bound Dorchester


Two years ago, PJA Advertising + Marketing (PJA) launched a bold, innovative, pro-bono campaign based on a new word “Uncornered.” PJA felt that a single word could change the way people think about the potential of gang members to be positive change agents who can end systemic, generational, urban poverty, according to PJA’s Chief Executive Officer, Phil Johnson.

Johnson states, “We started PJA Advertising to specialize in healthcare and technology and I sometimes asked what do new technologies, life science innovations, and gang members have in common? They are not easy to sell to the public."

However, the name "Uncornered" has drawn national attention to College Bound Dorchester’s first- in-the-nation 'corner-to-college' solution that pays gang members $400 per week to go to college, get a degree, stay in the community, earn a living wage, and become positive (rather than negative) role models in Boston’s most violent streets.

PJA brought this branding to life with the Uncornered Photo Documentary Exhibit, which was on display on Boston Common this past summer and is expected to move to Boston’s City Hall and the University of Massachusetts / Boston later this year.

It paired striking photos of famous and unknown people by Boston photographer John Huet with stories about a time when participants found themselves cornered by racism, a traumatic event, or low expectations and what happened to get them to turn things around and become ‘uncornered’.

Uncornered Students Share Their Stories


Brittany Baldwin, Boston Uncornered Student 
After months of neglecting my health and abusing drugs and alcohol I caught pneumonia and fell into a coma. Within six months of coming out, I lost two of the most important people in my life, my boyfriend and my mother. Losing them was my Uncornered moment. When you lose everything you love, you have to find something to fight for. So I fight for my children who keep me grounded.

Alex Diaz, Boston Uncornered Student
I didn’t care if I lived or died. I went to prison and missed the birth of my first-born daughter. When I got, out, I promised to never miss another day of her life. My daughter saved me from myself, my daughter UNCORNERED me.

Quaknesha Garvin Johnson, Boston Uncornered Student 
I grew up seeing my family members and friends being incarcerated and not understanding why. By my second arrest I was facing 20 years and had almost given up, until I heard the quote “Be the change you wish to see in the world.” That began my UNCORNERED journey.

Mark Culliton, Founder and CEO, College Bound Dorchester
I was living in San Francisco, lost and had forgotten who I was. My father got very sick and I came back to be with him. In those last months together he reminded me of who I was and all that was possible. His path to dying UNCORNERED me.


ABOUT COLLEGE BOUND DORCHESTER
Founded in 2009, College Bound Dorchester is a Boston nonprofit using education to end systemic generational urban poverty and violence through its Uncornered solution to quip young people with the attitude, skills and experience to graduate from college, focusing on engaging gang-involved youth to become positive leaders in their community.

ABOUT PJA
PJA is a $75 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif. PJA serves a global roster of technology, life science and healthcare clients that includes: GE Healthcare, PAREXEL, Patheon, Molecular Health, Xylem, and Aprecia. For more information, visit agencypja.com.


Leave a Reply

Your email address will not be published. Required fields are marked *