Healing The Hurt Campaign

Not all children that are eligible thrive in the foster care system. Many come from homes torn apart by domestic violence, problems with addiction, and mental and behavioral health issues. Homesafe is a non-profit organization devoted to the protection of Palm Beach County and South Florida’s most vulnerable children.

In an effort to increase awareness of the specialized care they provide, they needed to rebrand and reintroduce themselves to the community through storytelling that brought to life the true impact of the work they do on behalf of the lives they touch.

As their creative communications agency, we concepted and brought to life the “Healing The Hurt” campaign, leveraging a strategy to differentiate the organization as — not just a place to “house” these children — but a home for them to heal. The multimedia campaign included an anthem video, short edits optimized for social media, direct-mail brochure package, and dedicated landing page. These channels were custom-tailored to inspire their target audience and increase awareness through dynamic storytelling, board engagement, and donor acquisition.

Homesafe started the campaign with the initial goal of raising $11 million dollars. The impact of the campaign proved to be so positive that the organization raised their financial goal by 30%. The momentum gained in the launch of the campaign allowed the brand to secure it’s first seven figure donation- contributing significantly to their goals of building new facilities and hiring additional staff to support the 14,000 children and families of South Florida they provide comfort and aid to each year.

In addition to the goals HomeSafe had set financially, their board felt empowered by the new and re-branded campaign resources provided. “I feel more confident telling my friends about HomeSafe and why they should get involved” - Chair of the Board of Directors, HomeSafe.

The on-going campaign continues to receive positive results inspiring both those involved in HomeSafe’s day-to-day operations and families in need that HomeSafe will continue to provide the high quality of services, facilities and staff needed to keep giving hope a home.