[Arizona Department of Education]
Raise Your Hand. Lift Their Future.
Brand and Creative Strategy // Copywriting and Concept Development // Graphic Design and Art Direction // Video Production // Social Media Strategy and Content Production // Public Relations
[Background]
Homelessness is a cycle that’s hard to break. Thousands of families experience homelessness in Arizona every day, which means vulnerable children aren’t receiving an education—one of the few things that can equip kids with the knowledge, resources and tools they need to break the cycle of homelessness and make a way for themselves in the world.
However, the Arizona Department of Education proudly supports the McKinney-Vento Act, which ensures that children experiencing homelessness have the right to a free and equal education, no matter their living situation.
[Challenge]
Many parents don’t know what the McKinney-Vento Act entails, or that it even exists in the first place. Those that have heard of it may feel afraid of taking advantage of it due to a fear of judgment or embarrassment for their living situation.
[Insight]
If parents can find the strength to overcome their fear and raise their hand for their children, those children will in turn be empowered with a thousand ways to raise theirs.
[Solution]
We rolled out a campaign called Raise Your Hand. Lift Their Future. Led by powerful video assets and supported by print, digital, social, and PR efforts, the campaign conveyed what being in school can really mean for students experiencing homelessness, both in the classroom and beyond.
The Full-length Spot
From academics to athletics, friendships, and even just having reliable food to eat, our lead video spot tells the stories of four students who each share what being in school uniquely means to them, ultimately convincing a struggling parent to do the right thing for her child and reach out for help.
A unique challenge
called for unique media
The Cutdowns
The Supporting Ads
From shopping malls, libraries and laundromats to Facebook, Instagram, and other online displays, a host of targeted print, digital, and social ads were released to spread awareness for the campaign and get parents to take action for their children.
[The Results]
246M+ impressions
More than double our initial plan (+120%)
$155K in Added Media Value
Thanks to savvy negotiations and a blockbuster cinema season.
20K+ Website Visits Per Month
More than 40x the average monthly visitors.
Social Media Led the Way
With the most efficient CPM and CPC across all channels.
Engagement Exploded
Speaking Out Loud earned 2x more social engagement than the previous campaign in just 3 weeks.
Target Audiences Responded
Parents with household incomes <$35K and teens showed especially strong engagement.
Real-world Impact
Technical assistance emails to the ADE Homeless Education Program jumped +144% YoY, signaling increased awareness and outreach.
The Behind-The-Scenes
In the midst of a sweltering Arizona summer, we worked with Verve Media and New York director Zen Pace to pull off a powerful two-day production. If cold neck towels ever deserved a mention in the film credits, it would be on this one.
