Riverview Center - Sexual Assault Awareness Week
Riverview Center is a nonprofit organization committed to providing compassionate care to individuals affected by sexual assault in Iowa, and for individuals affected by sexual and domestic violence in Illinois. The organization serves 16 counties across Iowa and Illinois and were looking to conduct an awareness campaign about sexual violence. They were specifically targeting their service areas in Illinois, with a heavy focus on reaching rural communities where survivors might not know about Riverview Center’s free services.
Plaid Swan developed a concept for an awareness campaign featuring statistics about sexual assault, complemented by bold, bright colors to make the pieces stand out. A comprehensive media and public relations campaign was developed with a goal of gaining awareness, creating a consistent message, and reaching into rural communities. The creative team at Plaid Swan developed a TV commercial, billboards, digital ads, radio commercials, a direct mail piece, and various promotional items to engage the target audiences. In addition, during the month of April, which is Sexual Assault Awareness Month, Plaid Swan secured editorial coverage for Riverview Center in the form of articles and op-ed pieces from staff in different publications that serve multiple counties throughout Iowa and Illinois.
Plaid Swan was able to create a cohesive campaign across multiple counties in Riverview’s service area to increase awareness of sexual assault and the services that Riverview Center provides to survivors. In order to reach rural residents, Plaid Swan utilized tactics including: direct mail; coasters to be placed at restaurants and bars; posters for bathrooms in gas stations, restaurants and bars; posters for businesses to display; and canvas grocery bags. In addition, by securing editorial opportunities, Riverview Center was positioned as an expert in their field.