ChooseGrowth.Org : Raising Awareness About Mental Health and Trauma
About The Client
Our client, The Boulder Crest Foundation, is a nonprofit organization dedicated to improving the mental health and well-being of individuals who have experienced trauma, including veterans, first responders, and the general public. They are pioneers in using Posttraumatic Growth (PTG) methodologies to help individuals transform their struggles into strength and purpose.
Objective
To launch a comprehensive campaign that raises awareness about PTG, encourages individuals to share their stories of growth, and fosters a supportive community. The campaign aimed to target diverse audiences including teenagers, mothers, athletes, veterans, and first responders.
Social Media Strategy
The #ChooseGrowth social media strategy focused on creating engaging, educational, and inspirational content across various platforms including Instagram, Facebook, and LinkedIn. Key elements included:
High-Level Messaging: Emphasized transformation and growth, community support, and awareness of PTG.
Content Themes: Inspirational stories, educational posts, and engagement initiatives.
Targeted Posts: Tailored messages for specific audiences such as teenagers, mothers, athletes, and veterans.
Examples of Posts:
Inspirational quotes and stories from individuals who have experienced PTG.
Educational infographics about the science of PTG and mental health tips.
Calls to action encouraging followers to share their own stories using the hashtag #ChooseGrowth.
Microsite
A dedicated microsite was developed to serve as the central hub for the #ChooseGrowth campaign. The microsite included:
Educational Resources: Articles, infographics, and videos explaining PTG and its benefits.
Story Submission Portal: A section where individuals could share their personal stories of growth and transformation.
Newsletter Signup: An option for visitors to sign up for updates and receive inspirational content and resources.
Event Information: Details about upcoming webinars, virtual summits, and community events related to the campaign.
Media and Press
A robust media and press strategy was implemented to amplify the reach of the #ChooseGrowth campaign:
Press Releases: Distributed to major media outlets announcing the campaign launch and key milestones.
Media Interviews: Arranged with key figures from Boulder Crest Foundation to discuss the campaign and the importance of PTG.
Feature Articles: Published in leading mental health and wellness publications highlighting the campaign’s impact.
Influencer Campaign
To further extend the campaign’s reach, we collaborated with influencers across various sectors:
Identification of Influencers: Selected influencers who align with the campaign’s values, including mental health advocates, athletes, and veterans.
Content Collaboration: Worked with influencers to create authentic content that resonates with their followers and promotes the #ChooseGrowth message.
Engagement and Amplification: Leveraged influencers’ platforms to drive engagement and encourage their audiences to participate in the campaign.
Coalition Building
Building a strategy for a coalition of supportive organizations was key to the campaign’s success:
Partnership Development: Established partnerships with mental health organizations, veteran groups, and first responder associations.
Collaborative Initiatives: Co-hosted webinars, virtual summits, and community events with coalition partners to raise awareness and provide resources.
Resource Sharing: Exchanged educational materials and promotional content to amplify the reach and impact of the campaign.
Results
The #ChooseGrowth campaign successfully raised awareness about Posttraumatic Growth, engaged a diverse audience, and fostered a supportive community. Key outcomes included:
Increased Awareness: Significant increase in social media engagement and website traffic with over 20,000+ page views and 1,000,000+ impressions on social media.
Broadcast Media Coverage - The broadcast push reached a total audience of over 9,000,000 viewers.
Community Growth: Hundreds of stories shared using the hashtag #ChooseGrowth, creating a vibrant community of support on social media platforms.
Positive Impact: Enhanced understanding of PTG and its benefits among target audiences, leading to improved mental health and well-being.
The campaign demonstrated the power of strategic social media, influencer collaboration, and coalition building in driving meaningful change and supporting individuals on their journey of growth and transformation