2007 Public Service Campaign- Canopy Center


Erin Thornley Parisi, Executive Director of the Canopy Center, shared their mission with our team of advertising professionals during our first information gathering session, "To prevent child abuse and neglect, strengthen families, and promote healing of those affected by abuse, through the provision of culturally competent and diverse professional, volunteer and peer services."
 
Our creative strategy was simple: the campaign needed to speak directly to the community and empower parents to contact the Parent Stressline. With this campaign, Canopy Center needed to get their message out. Our campaign tagline "We’ll give you a soft place to land." succinctly positioned our client's mission to our target audience.

For our campaign we used a wide variety of communications media including:
  • Identity package – We redesigned their logo and renamed the Parental Stress Center to Canopy Centerto fully encompass their three different programsand also created letterhead, business cards and a general information brochure for their interactions with donors, the media and general public.
  • TV Spot – A :30 television ad was produced to illustrate the stressers that a parent might feel and how to contact the stressline. Adults were featured as talent, while a local actress donated her voiceover work.
  • Radio Spots – A :30 radio ad was created to supplement the campaign. Although we couldn't visually represent the feel of the television spot we used the same voiceover to deliver a consistent message.
  • Print ads – We developed three print ads. Within our ads, we used the contrast of hard and soft to reach out to parents in our community.
  • Collateral – Due to Canopy Center's focus on outreach to parents, we wanted to create a piece that communicated their resources.
  • Public Relations – The Ad 2 Madison public relations team created awareness and a positive image for Canopy Center through press releases.
The results during the campaign were:
Over 5.3 million total gross impressions with a value of over $170,000 in donated media. The campaign was valued at over $210,000, including market research, broadcast production, creative development and management, media and PR. The cost to our client came in at $0 – All hard costs and time were donated to the campaign. An increase in phone calls to the Parent Stressline rose by 25%.
 
Overall, Ad 2 Madison was proud to develop a campaign for Canopy Center that created a strong base and brand for the future, providing some strong building blocks for Canopy Center to use once we were gone. The integrated campaign built brand equity, energized the organization internally and hopefully fostered future media/vendor relationships for Canopy Center far into the future. Our relationship with Canopy Center has truly been mutually beneficial. Ad 2 Madison is proud to serve the community through its work with Canopy Center, and we give our sincere thanks to Canopy Center and their board for their commitment, passion and teaching. We're definitely a stronger organization for having been involved in this partnership.
 
Ad 2 Madison is happy to report that 2008 campaign for Canopy Center took second place at the National American Advertising Federation conference in Atlanta in June 2008.