For the first time in more than 10 years, the National Court Appointed Special Advocates and Guardian ad Litem Association for Children (CASA/GAL) has launched a new campaign with the help of advertising agency, R&R Partners. The multimedia campaign, which debuted June 10, aims to increase brand awareness and recruit volunteers to provide best interest advocacy in courts for children who have experienced abuse and neglect.
National CASA/GAL supports and promotes court-appointed volunteer advocates so every child who has experienced abuse or neglect can be safe, have a permanent home, and experience the opportunity to thrive. The organisation, which has existed for almost 40 years, has 950 state and local programs across the country. CASA/GAL volunteers are appointed by judges to advocate for children’s best interests. They stay with each case until it’s closed and the child is in a safe, permanent home. The 94,000 volunteers work with legal and child welfare professionals, educators and service providers to ensure that judges have all the information they need to make the most well-informed decisions for each child.
R&R created two public service announcements for National CASA/GAL. Filmed from a child’s perspective during a transition from one placement to another, each is a portrait of a frightened and confused child who has no idea where they are going. In 'Instability,' a girl is thrust into a new environment and feels like a complete outsider. Then she meets her CASA/GAL volunteer, who is 100% her advocate. In 'Then You Came Along,' a boy is depicted going through a similar experience and, ultimately, meeting his caring CASA/GAL volunteer.
“R&R Partners is the definition of partnership. They were able to capture the National CASA/GAL voice, and better help us tell our story because of their advertising expertise, passion for the work, insight, and commitment to understanding our organisation,” said Tara Perry, CEO, National CASA/GAL Association for Children. “By aligning their work with our mission, R&R was able to accurately portray the importance of the work we do on behalf of children.”
R&R Partners shot the campaign with director Tyler Stableford, an award-winning Colorado photographer and filmmaker who is also a CASA/GAL volunteer.
The final spots will run on TV, digital OOH and online. TV Access will distribute them to 3,000-local broadcast TV stations and cable systems, encouraging them to run as PSAs, and track airings via Nielsen Sigma reporting. Through a partnership with National CineMedia, the campaign will be adapted to include screen text and play in 1,500 theater lobbies. The 15-second spots will also be seen in Captivate elevator screens in premier U.S. office buildings. Other efforts include print and online, such as social media placements on Facebook, Instagram and YouTube, pre-roll, and display media. All assets will also be available to the nearly 950 state and local National CASA/GAL organisations.
R&R Partners worked closely with its media partners to secure PSA or discounted rates that adhere to National CASA/GAL’s budget.
“R&R is committed to supporting and promoting advocacy for children, education and equality in the communities we live in,” said Fletcher Whitwell, chief media and publishing officer at R&R Partners. In fact, multiple members of the account team have participated in CASA training and were sworn in as volunteers. “The National CASA/GAL campaign will provide the necessary awareness and support this amazing organization needs to support the many children in need.”
To assist the new campaign, R&R Partners also redesigned the National CASA website to ensure that users are able to easily navigate it and learn how to get involved with the organisation.