In collaboration with the Family Advocacy Program aboard MCAS Yuma, it was our duty in October to help Shine the Light on Domestic Violence. We brought awareness and encouraged participation and education of local Units, families, and DoD staff.
My role in this campaign was to create a publishing strategy in support of the messaging, design all local assets [graphics and website], monitor and analyze post-campaign metrics. I worked closely with the Family Advocacy Prevention Specialist with content, to include facts, relevant articles, and more.
Our Campaign Goals:
1. Bring awareness of Domestic Violence Prevention Month to MCAS and MCCS Yuma base community via social media campaign.
KPI: Total Post Reach.
2.Bring awareness of Domestic Violence Prevention Month with the Pinwheel Garden in the Base Chapel lawn, along Hart St.
KPI: Number of vehicles through Main Gate during month of October
3.Encourage patrons to support victims of Domestic Violence by picking up bracelets and lawn ribbons to show support during the month of October.
KPI: Number of patrons entering through FAP building. [Contacts]
As a result of our digital media campaign, we…
-Published 71 Messages on Social Media [Sep 29 - Oct 29]
-Reached 27.8K Accounts [Sep 29 - Oct 29]
-Generated 227 Post Engagements (0.82% Engagement Rate) [Sep 29 - Oct 29]
-Increased average time spent on the landing page by 437% [Sep 29 - Oct 29]
Check out some of the graphics I designed in support of this campaign:
Creating content that has to do with educating others on domestic violence can be touchy, and while I was at first concerned with the lack of engagements on social media, I did realize that any engagement could compromise the integrity of any possible victim that may have seen these messages. It was important for us to monitor the post reach vs engagements because of this. I was excited, however, when I did see the amount of engagements we got - this created a space for allies to share with their support of their friends - and I am so honored to be a catalyst for that.