El Paso United Family Resiliency Center – Healing after August 3rd is Possible

The Project

The date of August 3, 2019 is one that will remain within the memories of El Pasoans and area residents for years to come. In order to help those directly and indirectly affected by the tragedy on that day, the El Paso United Family Resiliency Center (FRC) opened its doors in December of 2019 as a way to provide long-term recovery and support.

However, the impending COVID-19 pandemic would shift everyones’ focus its way for months to follow. This in combination with the absence of an awareness campaign resulted in little to no realization that FRC’s services were available for El Pasoans, even though the center had been in operation for over a year.

In an effort to resolve this issue, United Way of El Paso County, the organizing agency leading the FRC’s efforts, partnered with CultureSpan to develop a marketing strategy that would educate the community about
the center’s existence.

The Approach

As we worked with the FRC team to develop the campaign’s creative direction in early 2021, issues related to the pandemic were still top of mind with everyone. Even more so when it came to the bombardment of related news and social media content.

While our creative process typically entails attention-grabbing and innovative approaches, we knew we would have to take it a few steps further for this campaign. This included developing messaging elements in a way that audiences would immediately realize the campaign was related to the August 3rd tragedy as well as the services available. Considering the emotional toll of the tragedy along with the general public sentiment at the time, it was also important to avoid any fear or grief-based approaches.

The Results

Upon completion of the creative direction, CultureSpan reviewed initial campaign assets with the FRC team for feedback and approval. This included TV spots in English and Spanish that resulted in emotional appreciation and eventual approval from the entire team for launch of the campaign.

A review of the campaign’s performance revealed TV and radio impressions in the millions along with higher than average click through rates for various campaign elements, higher than average video completion rates and radio frequency twice the industry average.

While the campaign ended in December 2021, the FRC team continues to utlize the creative treatment and assets developed by CultureSpan for social media and other communication efforts as they proceed to build awareness of the center and their much needed offerings.

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