YWCA Missoula & Missoula Interfaith Collaborative

The Hidden Homeless — a communitywide problem

CHALLENGE

Raise funds to build a new facility to house homeless families.

SOLUTION

Created a campaign that brought awareness to and understanding of the issue.

RESULT

Currently 90% of funds for the new facility have been raised. (January 2020)

CHALLENGE

Raise funds to build a new facility to house homeless families.

SOLUTION

Created a campaign that brought awareness to and understanding of the issue.

RESULT

Currently 90% of funds for the new facility have been raised. (January 2020)

There are on average 50 families homeless every night in Missoula, Montana. These families don’t want to be “seen” — they want to go to work and send their children to school without the stigma of homelessness. But the reality is that they need assistance. YWCA Missoula and Missoula Interfaith Collaborative formed a partnership to provide more housing and services to these parents and children in crisis. Using several local area landmarks, PartnersCreative helped tell their story.

PartnersCreative conducted initial research in 2018 to gauge what individuals thought about family homelessness and domestic violence in the community. The research also helped form what messages would resonate with different types of people. From this research we created the See Them Home campaign.

SeeThemHome.org launched in summer 2019 featuring a video explaining the current situation and how the facility is one piece of the solution. The site also included a video of success stories about families that had received assistance from YWCA Missoula and Missoula Interfaith Collaborative. The campaign also featured OOH (posters & billboards), radio, social media and digital banner advertising.

An art installation was featured at the local shopping mall and T-shirts featuring the website URL were worn by employees at local businesses. YWCA Missoula and Missoula Interfaith Collaborative held a groundbreaking event for The Meadowlark (the 36,000-square-foot facility, named by PartnersCreative) in August 2019. Construction is expected to be completed by the end of 2020.

"We presented the campaign at a regional meeting that included YWCA leaders from across the Pacific Northwest who had conducted multiple, much larger capital campaigns without such a sophisticated communications plan. The attendees were extremely impressed with the See Them Home campaign plan and materials. And I'm thrilled with how successful this campaign was at engaging our Missoula audience."

2.5M

Number of impressions generated in a community of 119,000 people.

18%

Percentage of the total media buy that was value-added placements.

+10K

Number of engagements on YWCA Missoula's Facebook page and posts.

SEE MORE WORK