Dallas Mayor Mike Rawlings and the Dallas-Fort Worth Hospital Council (DFWHC) partnered with Agency Creative in a public service initiative to highlight the importance of early interactions on a child’s overall readiness and academic trajectory in school.
It was important to both reach new mothers and raise awareness on the issue to combat the problem at its inception. In response, Agency Creative developed an engaging bilingual campaign that educates families on the value of social experiences in an infant’s first year.
The campaign, which featured engaging social media was strengthened through bilingual influencers, whom Agency Creative recruited to increase reach within the community. Each pillar of the campaign enhanced the initiative by driving traffic to the Growing Little Minds website, where families could access resources on newborn milestones and care.
In addition, the public service initiative that featured Dallas Mayor Mike Rawlings and DFWHC President, Steve Love, produced over 42,568,171 impressions. Traffic to the site increased dramatically, and visitors were met with a responsive, socially integrated site that encouraged visitors to connect with a growing community of parents.
Because we wanted to make a genuine impact, it was important that we go beyond growing the initiative and foster a movement within the community. We harnessed the inherent nature of social media to cultivate a sense of solidarity and captivated an audience of young mothers that were able to truly connect and relate on the issue.
The media and public relations initiative was picked up by both English and Spanish TV and radio outlets in North Texas. Agency Creative’s efforts saw remarkable returns on the campaign, and we are thrilled to announce the Growing Little Minds initiative is healthy and growing.
Results:
Social Media Engagement (English & Spanish)
• 173,337 Total Facebook Reach
• 8,316 Facebook Followers
• 129% Increase in Followers Weekly
• 49,094 Total Social Media Community
Website
• 1563% increase in sessions post press conference
• 90% video completion rate
• 287,837 Total Campaign Reach
PR/Media
• Over 42,568,171 Total PR/Media Impressions
