Arizona Department of Education
RAISE YOUR HAND. LIFT THEIR FUTURE.
We spoke to parents through the voices of children to help get Arizona’s homeless youth back in school.
Brand and Creative Strategy, Copywriting and Concept Development, Graphic Design and Art Direction, Video Production, Social Media Strategy and Content Production, Public Relations
The Challenge
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.
But how do we get parents to overcome their fears around asking for help?
The Solution
We realized that while parents might hesitate to trust advice from the government, there was one voice they would have a hard time ignoring—their kids.
Led by powerful video assets and supported throughout 360 degree touchpoints, Raise Your Hand. Lift Their Future. conveyed what’s possible for children when their parents aren’t afraid to raise their hand for help.
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.
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
Engagement Exploded
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.
