HARLEM MOTHERS S.A.V.E.
Project: Brand Development and Communications Campaign
Harlem Mothers S.A.V.E., founded by Jackie Rowe-Adams, is a non-profit organization based in Harlem. It was created in 2006 with a mission to prolong life among New York City’s youth by preventing gun violence and its social causes and costs.
The Ask:
To put Harlem Mothers S.A.V.E. on the map.
Background
Communications Challenge:
To connect the community with Harlem Mothers S.A.V.E.’s journey and help rebuild their communities from the horrific aftermath of gun violence.
Who are we talking to? People in the community.
Black and Hispanics in low-income areas are more likely to experience gun violence than any other race.
The Established Generation
Residents of the greater Harlem, Black and Hispanic adults, ages 30-55, parents and non-parents.
Full-time workers who make at least $60,000.00 or more. Those who are parents try to be active in their children’s lives and push them towards a growing future (ex: encouraging them to get involved in community programs, sports, hobbies, and academic programs). Both parents and non-parents enjoy occasional outings with friends, like brunch on weekends or intimate gatherings at their homes.
Source: Mintel, and 6 respondents from source group
The Emerging Youth
Residents of the greater Harlem, Black and Hispanic teens and young adults ages 14-21.
They are at school all day, typically within charter or public schools throughout the city. During their free time, they will stream on Netflix, Hulu, HBO, and/or scroll through their social media (Snapchat, Instagram, TikTok, Twitter). After-school, they engage in extracurricular activities (ex: sports or theater). They enjoy hanging out with their friends in the park, shopping in downtown Manhattan, or the movies.
Source: Mintel, and 6 respondents from source group
Both shared a sense of trauma
Both adults and teens from chronically violent neighborhoods have grown fatigued by the chronic violence because of the generational-long issue.
Though some acknowledge that community programs are necessary, they have limited access, resources, or faith to take action.
The First Loop
Insight:
There is a lost sense of community amongst New Yorkers due to chronic violence, which has left them unwilling to make a change.
Message:
We have the power to control how our story is told.
Creatives started playing with ideas with the message, but I realized that the messaging felt too victimizing and not at all motivational. Therefore, I decided to dive into my second loop.
The Second Loop
AN ALARMING TREND:
The occurrence of gun violence was making communities feel DYSFUNCTIONAL AND DISORIENTED.
We are afraid for our kids. Coping with these realities forces you to remove yourself from it and become desensitized. - Nicole, 44, Brooklyn
Seeing violence on the news or social media seems distant. Seeing it in real-time shakes you, but seeing it constantly changes you. - Alex, 42, The Bronx
The inner cities see more trauma than others. But New York City is predisposed to unnatural trauma, which affects you psychologically. - Michael, 50, Brooklyn
*6 participates in a focus group
Discovering the feeling of being disoriented led me to a stronger insight.
Key Insight:
People are losing their sense of community and they don’t recognize themselves anymore.
Message:
Harlem Mothers S.A.V.E. encourages you to take back your identity by taking back the neighborhood you love.
Loyal To Harlem Campaign
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2-D
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Social
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Social
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Experiential
Campaign Assessment
Owned
Measurement: Utilize Squarespace Dashboard to review conversion traffic.
Results: Comparing YoY the average traffic on the Historical website to a new one. Anticipated a traffic increase of +25%.
Paid
Measurement: Print reports estimated circulated impressions. Digital channels have first-party reporting dashboards on delivery, Optimizing and Negotiating CPC, and costs associated with placements.
Results: Raised awareness, Increased community involvement, New pledges & Ambassadors are measured on a by-person basis. Anticipated for this campaign to increase the ambassador size by at least (12) individuals.
Earned
Measurement: Utilize Squarespace Dashboard to review conversion traffic.
Results: Comparing YoY the average traffic on the Historical website to a new one. Anticipated a traffic increase of +25%
