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INTEGRATED COMMUNICATIONS CAMPAIGN
To build brand awareness and stop gun violence
Harlem Mothers SAVE (Stop Another Violent End) is a nonprofit stronghold based in Harlem, NYC.
Led by founder Jackie Rowe-Adams and tireless Harlem parents, they protect and nurture their community through educational youth programs,
anti-gun advocacy, and financial assistance.
Their Ask
How can Harlem Mothers SAVE be put on the map for their tireless contributions to fostering a safer, stronger, thriving Harlem community?
A project by:
Data
Source: TMRW Primary Research
People are angry and want to change gun violence.
74% of respondents feel ANGRY when they hear about gun violence in the city.
50% of respondents are EAGER to make a difference beyond donating.
People commonly express their concern about gun violence by talking to a friend or family.
*34%; Selected among individuals who live within and outside of NYC and think gun violence is a little, somewhat, or a very severe issue in their neighborhood.
Outstanding Conversations
People feel helpless in the face of gun violence.
Andrea, Bklyn, NY: At the end of the day, I have to get from point A to point B. With the high rise in crime rates, I have to kind of desensitize myself to all of this crime in order to get home.
One can get lost in the heaviness of the issues.
Stephen, Bklyn, NY: I get kind of overwhelmed by all the things that I'm not supporting. What about food shortages, people going hungry in your neighborhood? They're all important.
Source: TMRW Primary Research
A growing base of male figures also participate in Harlem Mothers SAVE.
Community Member: It's Harlem Mothers & Fathers...!
Tenets
Harlem Mothers SAVE is the changemaker for the community that no one else can be because of their lived experiences.
Harlem residents have grassroots methods to steer the next generation away from crime and gang violence.
Community
Strategic Vision
Insight
Uniting a community through grief allows them to rewrite the narrative of violence.
Message
Harlem Mothers SAVE transforms anger, grief, and powerlessness into actionable change.
“We will not just survive - we will thrive.”
Benefit
To NYers who are fed up with persistent violence and can’t solve it on their own, Harlem Mothers SAVE is the essential community service that transforms negative feelings into action because of their spirited resilience and inspirational living experience.
The Language of Grief
Grief can take many different forms, but those who have been transformed by it speak the language of grief best. The campaign will position Harlem Mothers SAVE as the people who are fluent in the language of grief.
The language of grief: it is learning how to speak from the gaping hole in your chest, much bigger than any bullet can make.
Sometimes, it is speaking up so their loss is not in vain. Sometimes, it is so loud and so loving.
● Logo + Colors: We introduced a new logo and bright colors to fuse hope into their brand.
● Print: We reimagined how grief grows into action through striking, yet hopeful, 2D visuals.
● Immersive, Experiential, & PR: We invited people to transform grief with Harlem Mothers & Fathers SAVE through a series of community activations.
● Fundraising Appeal: We gave Harlem Mothers & Fathers SAVE the language to gain the support of donors.
● Metrics of Success
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Website visits
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Digital video views
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OOH/DOOH views
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Increase in social media conversation
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Increase in followers on social media
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Listens to our podcast
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Direct mailer RSVPs
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Total seeds planted from our gardening event
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Impressions (from paid and earned media outlets)
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Daily attendees to the exhibition
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Recurring donor sign-ups ranging from low to high tiers.
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Amount of volunteers
● Purpose into Brand Value
Grief as a shared language for connection, resilience, and hope.
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