Sandy Hook Promise is a National Non-Profit Organization founded and led by several family members whose loved ones were killed at Sandy Hook Elementary School on December 14th, 2012.
Brand Value
A place for young people across the country to show their leadership, creativity and passion for protecting their friends, schools and communities from violence BEFORE it happens.
Business Challenge
Grow the number of SAVE clubs from 700 to 1500 so that we can stop violence before it starts in as many schools as possible. Also, deepen engagement among high school students who are in SAVE clubs so that they are “meaningful members”
Online Survey
Students surveyed were active members in school clubs
Students surveyed were aware of the Sandy Hook incident
None of the students surveyed were aware of the SAVE Promise Club
Students surveyed thought it would be good to have a SAVE Promise Club
Focus Group
“Sometimes you really feel trapped, like there’s no one to turn to and your emotions are all trapped inside ... Sometimes you just have so much going on and you don’t know what to do ... it just all adds up.”
~Samara, 15
Research Summary
Students internalize, rather than verbalize
Students don’t know how to take the first step
When told about SAVE, most students get excited about it
Key Research Findings
Communications Solutions
Insight
Students think there’s nothing they can do to stop the violence; the problem is too BIG.
But if everyone does their part, together they can make a difference.
Messege
The best way to stop school violence before it starts is one small step at a time.
Campaign Idea
This campaign challenges students to make a difference one note at a time and shows how their actions can add up to have a huge impact.
Executions
@SAVEPromiseClub Social Challenge
Launched January 2019
Tagged 50 schools to create SAVE notes by April 1st
10 schools x 5 states
California
Florida
New York
Ohio
Texas
Partnership with 3M
2-D PRINT Peel-Off Posters
Students live on social media so we decided to place ads on Snapchat
Microsite SAVEnotes.org
SPC Email Newsletter
SAVE Summit Note Collection
Media Goals
#1: Reach 40% of teens in 50 schools with an average of 3+/5+ per week.
#2: Increase frequency of ads to correspond with SAVE and schools events calendar.
#3: Increase impact as a sympathetic organization.
How to measure the relationship with students
& the growth of SAVE Promise Clubs
Increase in SAVE Clubs
Increase in SAVE Club mambers
Digital Ads
CTR
Bounce Rate
New Visitors
Websites
Views
Bounce Rate
Time Spent
Social Media
Community Size
Social Reach
Referral Traffic
Sentiment Ratios
SEM
CTR
Ad Impressions
Keyword Report
Google Analytics
TV
Impressions
Audience Segments
Reach/Frequency
CTR
Open Rate
Unsubscribe Rate