The Michigan State Police realized that front-line service and utility workers were in a unique position to observe the signs of human trafficking, but they needed to educate workers to recognize these signs and report them.
We created a short, provocative and memorable video that empowered service and utility workers to pay attention to telltale signs of human trafficking in places where they are working. Targeting both male and female workers in industries such as pest control, cable TV, and energy, the video featured many actual service employees going about their typical work day in the neighborhoods and homes they serve.
The video surpassed all expectations of both the Michigan State Police and our agency. It was extremely well received by the service industries we targeted, and when the client distributed the video via PR and social media vehicles, it went viral with an overwhelmingly positive response. Within a month, it received over 6.8 million views and more than 100,000 shares worldwide.
At Brogan & Partners, it is our passion to make a positive difference in people’s lives. We were thrilled to put our talents to work to help put a stop to this heinous crime.
Consumers Energy has invested hundreds of thousands of dollars in initiatives promoting STEM (Science, Technology, Engineering and Math) in the schools, including sponsorship of Michigan’s FIRST Robotics program. They wanted to make their customers aware of their efforts, and encourage them to get involved with robotics and STEM-related programs in their communities, too.
Brogan interviewed eight key individuals within Consumers Energy and Michigan FIRST Robotics. Then we developed a strategic marketing plan, a well-rounded media plan, and a name for the program—The Generation Genius Project. We created an inspiring video that features middle-school students repeatedly failing and then finally succeeding with math and science projects, while a voiceover (also a young student) describes the nature of genius. We also created a microsite, posters, digital ads and T-shirts for robotics teams.
The efforts were received extremely well at the FIRST Robotics State Competition and at the Mackinac Policy Conference.
"Great, great work!! The commercial made an impact – we had a customer call right away asking how they could get their middle school engaged." --Carolyn Bloodworth, Director of Corporate Giving at Consumers Energy
In 2009, more than 11,000 unopened, untested rape kits were found in a Detroit Police Department storage unit. A lack of adequate funding had stalled the testing of the kits and the investigation and prosecution of the cases. In 2014, Michigan Women's Foundation spearheaded an initiative to raise the needed funds and bring long overdue justice to these thousands of sexual assault victims. They came to Brogan for help promoting the cause.
First, Brogan created a name for the initiative: Enough SAID, which stands for Enough Sexual Assault in Detroit. A powerful brochure/case statement used the USB code that labels each rape kit as a design element, and brought home the point that each code represents the suffering of a real victim without justice. Brogan also created a coordinating Crowdrise page for people to donate and/or fundraise, as well as Facebook and Twitter accounts and a microsite.
Since launch, the campaign has raised over 1.3 million dollars in private funds and helped raise over 8 million dollars in public funds. The creative materials have been featured in several news outlets, including PRWeek and the front page of the Detroit Free Press.
HoneyBaked wanted to build goodwill among its customers by leveraging a strategic cause marketing partnership with the National Breast Cancer Foundation (NBCF) to support breast cancer awareness (and boost sales) during October 2013.
To generate buzz around the HoneyBaked Foils Breast Cancer campaign, Brogan created a central campaign landing page on honeybaked.com that showcased all seven ways HoneyBaked was supporting breast cancer awareness during the month of October. Brogan leveraged social media to uniquely spread awareness and educate consumers about the National Breast Cancer Foundation’s vision. Through the Facebook and Pinterest pages, HoneyBaked shared inspiring visual quotes and breast cancer facts to encourage fan/follower engagement. One of the main elements of the campaign was the HoneyBaked Foils Breast Cancer giveaway, where HoneyBaked gave away 100 dinners during October—(20) $75 HoneyBaked gift cards per week for five weeks. By connecting HoneyBaked’s reputation for comfort food and the breast cancer community’s need for comfort, HoneyBaked Facebook fans could nominate a friend or loved one who was currently going through breast cancer treatments to win one of the free dinners. The winners were randomly selected every Friday.
The month-long promotion led to an increase of more than 5,900 net new Facebook fans, a board following of 1,570 Pinterest followers, 800 entries into the giveaway, opt-ins to HoneyBaked emails and increased goodwill across social media channels and in-store.