Advancing Awareness of Hoosiers with Disabilities Through Creative Campaign Strategy
Branding • Creative Development • Social Media • Video/Photography • Grassroots • Earned Media • Website
THE GOVERNOR’S COUNCIL FOR PEOPLE WITH DISABILITIES
The Governor’s Council for People with Disabilities – an organization with the goal to advance the independence, productivity and inclusion of people with disabilities in all aspects of society – chose to partner with Bohlsen Group for two years to develop a campaign specifically around Indiana Disability Awareness Month in March.
BACKGROUND
Independent state agency
Consumer-driven planning, evaluation, collaboration, education research and advocacy
Receives and disseminates federal funds to support programs that are visionary, influence public policy, empower individuals and families and advocate change
Board members are appointed by the Governor, and 60% of the board must be people or have family members with disabilities
BOHLSEN GROUP TACKLES TWO-YEAR PLAN TO ADVANCE AWARENESS REGARDING HOOSIERS WITH DISABILITIES
Bohlsen Group started the relationship by reviewing what The Governor’s Council for People with Disabilities had executed previously during Indiana’s Disability Awareness Month in March.
Their main educational program, distributed through Indiana schools, had been a success; however, Bohlsen Group expanded on the program by updating creative assets and adding the development of posters, videos, organic social media, earned media, a microsite, a tool kit and street team activations to create a unified marketing campaign.
Results
In 2018, the video developed for this campaign was placed on social media and led to over 150,000 views, showing that the message of the video resonated well with the audience. In addition to the tactics executed, Bohlsen Group also made sure to engage the Indiana governor for the first time with the organization’s mission. This led to him creating a kick-off video for the campaign.
In 2019, the campaign video received over 160,000 views on Facebook and YouTube without any paid boosts. The video even resonated nationally, with people from Massachusetts, Texas, South Carolina, Pennsylvania, Virginia, New York, California and Arizona all sharing the video. These results achieved the Council’s goal of crafting a message that drew attention to a topic that needs to be represented.
In 2019, the video also received a Pinnacle Award by the Public Relations Society of America (PRSA) Hoosier Chapter for excellence in overall execution in video production.