Helping a non-profit foundation establish accountability in its communications
The Start Strong Initiative, sponsored by the Robert Wood Johnson Foundation and the Family Violence Prevention Fund, sought to establish and evaluate a comprehensive community health communication model aimed at promoting healthy adolescent development and preventing dating violence. G&R launched a non-monadic online study to pre-test several alternate executions.
Method:
Parents from eleven grantee communities, with at least one child between 11-15 years old, were invited to participate in a web-based study (n=1200). Participation involved viewing a random selection of alternative ad concepts, followed by a 20-minute self-administered survey.
Result:
The research identified the strongest campaign based on overall stopping power, behavioral disposition, and emotional engagement. Select executions were recommended for strategic positioning in order to reach target sub-groups and ways to optimize campaign communication were presented.