New Hampshire CAP Month Campaign
A three-year campaign concept and strategy developed with New Hampshire Children’s Trust for Child Abuse Prevention (CAP) Month that builds on past marketing equity, taking audiences on a journer that deepens year after year.
Partner
New Hampshire Children’s Trust, together with leader organization Prevent Child Abuse America.
Capabilities
Creative & Strategy • Planning & Production • Writing • Videography • Editing • Illustration • Planning & Production • Videography • Editing • Animation
Introduction
Shifting mindsets doesn’t happen overnight–and inspiring action can take even longer. Developing a growth strategy for a campaign that can build on itself, engage audiences year after year, and is flexible enough to leave room for changes in messaging from parent and partner organizations was the core of this 3-year collaboration with the New Hampshire Children’s Trust.
Starting with the foundational elements of prevention and growing from there allowed us to communicate concepts that went beyond simple campaign messaging. We strategized about how we could continue to educate audiences on primary prevention, then built on this knowledge to bring individuals, groups, and partners to a place of action.
Our Approach
2021: BE PREVENTION
In 2021, we partnered with NHCT to develop videos and messaging around the five protective factors for primary prevention. This was a pivotal year for building the messaging framework around strengthening families, with so many protective factors at risk due to the world-wide pandemic.
We created 5 stand-alone videos, one for each protective factor. The pandemic restrictions we faced ended up being the key to capturing the intimate, visceral, and vulnerable content. Real families, real stories, real messaging. We were able to not only educate audiences on the five foundational elements of prevention, but to make it personal. It was through that personal connection that we teed up the message for the following year.
2022: I AM PREVENTION
For 2022, we focused on Joy. We asked New Hampshire families to submit their own “Moments of Joy,” and we were overwhelmed by the number of everyday moments we received. Focusing on joy allowed us to shift the onus of prevention to individuals and families, making it a key ingredient in family strength and resilience. Joy can start small, from an everyday moment, and expand to support families and communities.
We also helped to develop a robust, omnichannel campaign. Burgoo designed all print and digital collateral, piggy-backing off the look and feel of the 2021 campaign, but elevating the design language. Though it started with Child Abuse Prevention Month, the campaign elements were woven into messaging throughout the entire year. We always want to provide clients with work that will amplify their mission and has staying power for future communications projects.
Watch the video below!
2023: BUILDING TOGETHER: PREVENTION IN PARTNERSHIP
In 2023 we expanded our focus once again–this time expanding prevention to resonate not just as a personal and family affair, but as an act of partnership. The theme “Building Together” allowed us to merge the messages from the following years, and we developed a detailed, comprehensive marketing handbook that contained messaging, timelines, and brand guidelines to ensure a cohesive campaign with industry partners like PCA America.
In 2023, we started our planning by looking back to previous years to build on that work. We decided on the theme of “Building Together” to elevate the message as well as show partnership with other industry leaders like PCA America. Adding this history to the handbook helped us be thoughtful in our planning strategy. Brand guidelines such as color and font create consistency, internally and externally with partners.
