Activating SAVE Promise Clubs
Matt’s Role: PR Strategist for team Re:Vision
Sandy Hook Promise’s mission is preventing gun-related deaths in America. Students Against Violence Everywhere (SAVE) is a national network of school clubs implementing violence prevention programs.
Leveraging their new partnership, how might we help activate 400 new SAVE Promise Clubs across the country?
The setting
Each year, countless students across the country are victimized by the threat of violence or bullying. In 2018, there were 94 separate school shooting incidents, up 60% since 2006.
Sandy Hook Promise and SAVE Promise Clubs have joined forces to help students speak up against violence in their community.
The Audience
👉 High School Students
👉 Live in suburban and small metro communities in states where gun violence is most prevalent.
👉 Flooded by news and events on social media, both positive and negative.
👉 Inspired by students around the country and want to be leaders in their own community.
The human truth
63% of teenagers say the news makes them feel afraid, angry, sad, or depressed, and students are frustrated by a lack of support from school administration.
How Do We Solve It?
An integrated communications campaign showing students that their actions can enact change, empowering them to use SAVE Promise as a tool to make an impact in their school or community.
Experiential world-building
👉 Leave Your Mark Bus Tour travels the US, hosting mocktail happy-hours.
👉 Students stick on personal messages of violence, community, and love.
👉 As it travels, it becomes a manifestation of the collective power of student voices.
The SAVE Promise Club App let’s students track the bus and follow the journey across the country! 👍
Snapchat filters let students speak up and become the influencers, and swipe to visit the SAVE website. 👍
Affecting creative
Showing the emotional and physical power of their words and actions with:
👉 Bitmoji Stories
👉 Snapchat filters
👉 Instagram videos
👉 Electronic Mall Ads
inviting them in
In lieu of classic opinion pieces (students hate being told how to feel!) we share personal stories of empowerment on the publications they follow most on social media.
Meanwhile, students are also learning about the Bus Tour, and when it might visit a town near them! 👍
The climax
To bring students together to learn about SAVE and see the impact they can have together, a “Sunday SAVEday” walk will be hosted in towns across the country where the bus made stops.
The events will feature local representatives, a relay race, opportunity to sign up for SAVE club-in-a-box kits, and more.
Tracking the Human Connection
👉 Social Media Engagement
👉 App Downloads
👉 Visits and Clicks on SAVE Website
👉 Inquiries to SAVE via Web, Email, and Phone
👉 Club Sign-ups