Gateway Domestic Violence Center
Community Awareness Campaign
Founded in the 1980s, Gateway Domestic Violence Center is a nonprofit organization that provides safety, shelter, and support for those impacted by domestic violence. Located in Hall County, Ga., the center does incredible work in assisting the survivors (and their dependents, which often includes children) of domestic abuse to obtain safety from abuse (physical and psychological) as well as thrive after leaving abusive situations. This may include temporary housing and even job skill training. A vital part of the northeast Georgia community, Gateway offers real hope and help to people who are often in critical life situations.
THE CHALLENGE
As a nonprofit organization, Gateway Domestic Violence Center often seeks and receives grant funding to help continue its mission. Recently, Gateway received grant dollars that needed to be directed toward advertising within a specific time window.
As a strong supporter of nonprofit missions, Forum Communications is always honored when organizations such as Gateway reach out to ask for direction and assistance. In this instance, Gateway asked Forum to help increase general awareness about the organization’s presence in the community and its mission of assisting survivors of domestic violence. This can be a somewhat challenging task, as Gateway must maintain some privacy due to the extremely sensitive nature of its mission and the dangers that those seeking Gateway’s services may face from their abusers. So, the identity of the survivors of abuse and the whereabouts of Gateway’s facility must be guarded. This challenge requires both determination and creativity. Beyond this reality, Forum staff knew that we had to accomplish our task for Gateway House on a somewhat lean budget.
That said, Forum was dedicated to helping make a difference – both for Gateway and for the community that it serves – and eagerly accepted this task.
HOW WE HELPED
The Forum Communications team brainstormed ideas for the theme/messaging while welcoming input from the client and including them as part of the process during each step. Forum created new, bright artwork centered around the ongoing messaging that Gateway was using as a theme for the year. We looked at their original message – “Painting a Brighter Future” – and decided to emphasize a direct call to action. Thus a slight tweak in language led to “Paint a Brighter Future” becoming the campaign message.
This messaging was implemented across a variety of mediums – including on billboards and closed-circuit TV in Hall County restaurants and businesses, as well as through a geofencing campaign.
ALL IN THE DETAILS
The geofenced ads (targeted digital ads within Hall County) were served in locations where women and families were likely to spend time in an effort to get the message in front of people who may be in need of Gateway’s services. This included parks and event centers, schools, day cares, libraries, nail salons and spas, family activity centers, medical and government centers, and large churches, among others.
What we discovered through this process is that even with a limited budget, a general awareness campaign using carefully selected channels can have a wide impact.
