Motivating young people to engage
The Jewish Board, the largest mental health and social services agency in New York, launched a new program, Bridging the Gap, to support LGBTQ youth and children who have been sexually exploited. To grow participation, their team needed a youth-centric campaign they could implement and manage in-house.
A fresh start for smart communications.
Bridging the Gap offers support, mentorship, and skills-building to LGBTQ youth at risk of homelessness and children who have experienced sexual exploitation. Their team needed a campaign to launch their work publicly and serve as the program’s visual identity going forward. They also needed to raise awareness of the program among mental health professionals and motivate young people to get involved.
Creating a thoughtful and inclusive campaign.
Big Duck facilitated a focus group with current Bridging the Gap participants to learn more about their unique perspectives and experiences. Drawing from insights surfaced in the focus group, we developed three campaign concepts. Then, we held a follow-up meeting with young people in the program and Jewish Board stakeholders to select the final direction.