R&R Partners Foundation
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National CASA/GAL: Changing a Child’s Story

Tasked with overhauling a decade-old brand awareness strategy, we deployed our proprietary branding process to uncover the organization’s true essence: Constancy. While many uncertainties and inconsistencies are present in the child welfare system, our findings revealed that CASA/GAL volunteers stand firm, allowing our team to focus entirely on the stabilizing force an advocate brings to a child’s chaotic world.
Year
2018
Support Type
Low Bono
Focus Area
Children & Families
National CASA/GAL: Changing a Child’s Story

The Challenge

  • Over half a million children enter the foster care system each year. Many without a voice to guide their future. As cases of abuse and neglect surged, National CASA/GAL struggled with declining volunteerism and outdated brand awareness, putting critical advocacy for vulnerable children in jeopardy.

The Approach

  • Through the “Change a Child’s Story” campaign, we partnered with award-winning director Tyler Stableford to produce an Emmy-nominated PSA, immersing audiences in the experience of a frightened, transitioning child. This emotionally charged campaign was deployed across targeted TV, digital out-of-home placements, movie theater lobbies and elevator screens. We also revamped CASA/GAL’s digital footprint and equipped local programs with customized marketing kits, giving the 950 state and local programs across the country the exact tools they needed to turn unprecedented empathy into record-breaking action.

66.5% Surge in Volunteer Searches and 16:1 ROI

By focusing on storytelling that put the children’s needs front and center, we captured national attention for CASA/GAL. Through strategic media placements and a complete digital overhaul, our campaign elevated CASA/GAL’s presence, boosted public interest and spoke directly to the emotional core of the mission. Traditional and digital media worked hand-in-hand to amplify the message and modernize the brand, ensuring more people recognized the urgent need for advocates in the courtroom.

66.5% Surge in Volunteer Searches and 16:1 ROI
66.5%

Increase in Prospective Volunteer Interest

16:1

Return on Campaign Investment

17%

YoY Increase in First-Time Donors

Your donation plays a pivotal role in making this mission a reality. It enables us to continue providing the necessary support, resources and transformative experiences that empower our children to dream, thrive and grow despite the adversities they may have faced.
Josefina R. and Andrea C. Directors at CASA
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