October 19, 2022
National CASA/GAL launches 2022 Change a Child’s Story™ volunteer recruitment campaign
Seattle, Wash. – National CASA/GAL is excited to be in market once again with the Change a Child’s Story™ campaign in 2022. This campaign builds on the success of this multi-phased effort from its initial launch in 2019 to build awareness, and the 2021 campaign to drive digital engagement with our mission messaging.
This year, with the campaign continuation, we are leveraging the successful and robust library of Change a Child’s Story™ creative assets to sharpen the focus of our messaging on volunteer recruitment and the need for more volunteer advocates.
The 2022 approach is a national volunteer recruitment campaign with three areas of focus: Out of Home (OOH), social and digital media, and a new volunteer recruitment video. The campaign incorporates new messaging and deeper storytelling to highlight the impact volunteers have by providing best interest advocacy and helping children and youth to thrive. By sharing stories around the impact a volunteer can have on a young life, the campaign is designed to increase the number of CASA/GAL volunteers to serve more children.
The media placement strategy has been developed by the agency R&R Partners with input and feedback from the National CASA/GAL team. The components include billboards, airport and other transit placements in 16 markets across the country to engage active local market residents as well as provide national reach to all travelers passing through an airport. The digital campaign is running nationally and incorporates Facebook and Instagram, LinkedIn and the Trade Desk for Connected TV (CTV), pre-roll video, display and native remessaging. The campaign launched mid-August and will run through December 2022.
The 2022 campaign also includes the development of a national volunteer recruitment video and two new public service announcement (PSA) spots to be used in the national marketing efforts and throughout the National CASA/GAL network to support efforts to engage new volunteers. The videos complement the existing Change a Child’s Story™ assets and are made available in several formats so that they can be used or adapted for state organization and local program level grassroots volunteer recruitment efforts and increasing awareness.
The objective of this campaign is to build a strong, impactful paid media plan to increase volunteer recruitment nationally. We are excited about the opportunity this campaign offers to increase visibility of the CASA/GAL brand with audiences across the country and to recruit more volunteers to fulfill our mission.