Sometimes RFPs (Requests For Proposals) jump off the page and scream “go for it!” That’s how KK BOLD felt about the opportunity to provide creative services for the Traumatic Brain Injury Education and Awareness Campaign.
KK BOLD partnered with the North Dakota Brain Injury Network and the North Dakota Department of Human Services Behavioral Health Division on the July 1, 2016 through June 30, 2017 marketing initiative. The “Know Your Noggin” campaign focused on dispelling the myth that concussions and other traumatic brain injuries don’t need to be taken seriously and directing TBI survivors to resources available through NDBIN.
“Our bottom line concern was making sure the funding allocated to this campaign made a real impact on the lives of people affected by traumatic brain injuries,” says LaRoy Kingsley, KK BOLD president.
The campaign was highly successful by all measures, generating a ten-fold increase in visitors to the NDBIN site, a significant increase in Facebook traffic and a strong uptick in contacts to NDBIN staff from TBI survivors reaching out for assistance, as well as health care providers looking for professional resources.
A key component of the campaign’s success was the testimonial approach used for the TV spots, which featured six North Dakotans sharing their personal stories of injury and recovery. KK BOLD’s challenge was to find a balance between demonstrating compassion for the TBI survivors and crafting messages that would stick in the minds of viewers. The TV spots also were used in paid YouTube and Facebook campaigns, generating just under 140,000 views on YouTube alone.
The comprehensive marketing initiative also featured a broad range of online and traditional media and public relations efforts. All campaign messages reinforced the themes of prevention, recognition and living with TBIs; they repeated the call to action “Know Your Noggin” and the tagline “Brains Don’t Always Bounce Back.”