YWCA Missoula & Missoula Interfaith Collaborative
Seeing them home
Challenge
Foster awareness of the plight of homeless families and help raise funds for a new family housing center.
Solution
We created a multipronged campaign that encouraged the local community to “See Them Home.”
Outcome
The campaign exceeded its ambitious fundraising goals, and the new facility opened in spring 2021.
CHALLENGE
Challenge
Foster awareness of the plight of homeless families and help raise funds for a new family housing center.
SOLUTION
Solution
We created a multipronged campaign that encouraged the local community to “See Them Home.”
RESULT
Outcome
The campaign exceeded its ambitious fundraising goals, and the new facility opened in spring 2021.
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 these “hidden homeless” families 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. The organization’s staff and the first families served starting moving into The Meadowlark in May 2021.
extremely
impressed
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.
