Shine Initiative - Davis Advertising

Objective

To create awareness among the many individuals who are suffering from depression and mental illness in the city and promote the Talk, Listen, Care campaign promoted by the City of Worcester and The Shine Initiative.

Challenge

Creating a campaign with a strong message that highlighted the power everyone has to help people with depression and mental illness. Our campaign was designed to show the positive effect that just a few minutes of talking, listening, and caring could have on people’s lives.

Process

After extensive meetings with representatives from the City of Worcester and the Shine Initiative, Davis Advertising formed a marketing plan to deliver this message to the greater Worcester market. Our goal was to create a public service campaign utilizing local radio, tv, cable and outdoor media to promote our message. We also created a website and banner ads.

Outcome

Our efforts involved creating a series of television and radio ads along with outdoor messaging and web design. We were able to leverage our media contacts to achieve thousands of dollars in public service marketing. We were able to generate over $60,000 in radio spots, $12,000 in television advertising, and billboard marketing on major local highways with over 1 million views. We also generated digital marketing with the media to support the campaign.

Final Summary

The campaign generated over 2,000,000 total impressions to our target audience.

Billboard

Website

Instagram

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