We recently launched a branding campaign called Standing Together Against Neighborhood Crime Everyday (STANCE), which is aimed at reducing gangs in Cleveland. If you are familiar with DARE the anti-drug campaign, STANCE is similar, but the anti-gang counterpart.
Troy Smith and Ted Ginn, Sr. were the first two spokesmen to team up with STANCE. They are featured in print, radio and TV. The campaign is anchored around www.ClevelandStance.com/ where people can get more info about preventing gangs.
One really vital part of the campaign for us was the development of our Facebook page. Three weeks after launching the site, we had over 550 friends. Feedback has been very positive and it turns out Facebook has been an effective tool for reaching our audience.
W6M: This has been an extremely fun campaign to work on. When you have a chance to work on a pro-bono client, take advantage of your chance to do cool creative. This is a chance to build your portfolio, meet some celebs and perhaps experiment with new marketing mediums. We have attempted to promote on MySpace before with a decent response, but we have been extremly successful with promoting Stance on Facebook. Careful though not to request too many friends at one time or they may block you as a Spammer.
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