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Overview

The Child Advocacy Center of Greater Rochester is an organization focused on the prevention and intervention of child abuse.

Helen + Gertrude evolved and refreshed the brand to prioritize a focus on community involvement and partnerships, aligning stakeholders on the mission of hope and prevention. We conducted extensive qualitative and quantitative research to uncover the center's new purpose, mission, and vision. Our collaborative process made it efficient and easy to incorporate board members' and key stakeholders' feedback into an updated name, tagline, and brand design. We then concepted and created a thought-provoking video to encompass the updates, reaching viewers across social, broadcasting, and our new website.

Services Provided:

Brand Development Content Services In-House Production Web Design

Visit:

https://www.cacgroc.org

Problem

1 in 10 children will be sexually abused before their 18th birthday. Early prevention and education are crucial to empower our community to intervene and take action. Reaching both children and adults with hope-centered messaging opens numerous avenues of support to combat abuse.

The Goal

Educate both children and adults on ways to stop the cycle of abuse and provide hope.
Increase the awareness of the center’s purpose and the resources available.
Create an action-oriented network of support within the community.
Highlight the center’s 20th anniversary and recent facility opening.

The Strategy

Because this organization is centered on community, that’s where we started. We collaborated with anyone involved, including board members, volunteers, donors, and an advisory board made up of community members (law enforcement, therapists, etc.) to gain perspective.

While the topic of child abuse is heavy and dark, we wanted to exemplify the concept of hope and prosperity moving forward. We aligned with the center to prioritize safety and ongoing prevention across every touchpoint.

Soul Story

We live in a world of dichotomies. The haves and the have-nots. The alreadys and the not-yets. Those just beginning their healing journey and others still raw from the worst experience imaginable.

We believe that none of this should have ever happened. That even one abused child is too many. But trauma is inevitable until the entire community collectively decides to take action.

It’s for this reason that we continue our fight every single day
to protect our most vulnerable. Because if we want to have joy in our future, we must stop the trauma happening right now.

When children grow up in a safe environment with equal access and opportunities to thrive, we lay the groundwork for a strong and flourishing community. We tirelessly strive to create a future where every child is secure and protected, leaving no room or abuse. Our mission is complete when our services are no longer needed. Until then, we hear you, we see you, and we will advocate for you.

The Results

Research and insights led us to make purpose-driven decisions on an updated brand image, including a new name, tagline, and design elements. The refreshed logo resembles a hopeful figure, and the colors are inviting and encouraging, including teal blue, which is commonly known to represent child abuse.

We designed the website to be a safe, informative, and welcoming place that encourages adults and children to navigate and find resources.

Sometimes, a message is so powerful it deserves to be seen. We concepted and filmed a video to promote the new brand, providing a deeper insight into the center's work and its impact on the community.

Updated brand guidelines provide clarity on all values, beliefs, and the organization's overall purpose. All parties, whether board members, volunteers, or community members, are able to align and work towards the same mission.

Results:

From 8/3/22 to 12/31/22, digital marketing efforts drove:

44,679

Total Website Sessions

1,110,221

Video Views

3,540

Combined School Page Visits on The Future is Optics Site

1,428

MCC Page Visits

1,286

SCCC Page Visits

826

FRCC Page Visits