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Brand Management
Harlem Mothers S.A.V.E.
Integrated Communications Campaign
The Brief
A 12-month integrated marketing communications campaign seeking to amplify Harlem Mothers S.A.V.E. mission and increase engagement with its neighbors, potential recruits, donors, and the greater community.
Who Harlem Mothers S.A.V.E. Is
Harlem Mothers S.A.V.E. is an NYC based nonprofit organization with a clear mission: stopping gun violence and its associated costs by addressing its root causes. HMS has over 15 years of experience leading community-based interventions in Harlem in areas such as activism, education, and victim services.
What HMS thought was their problem
"We need to get our name out there. It’s out there, but people don’t really know what we do"
Jackie Rowe-Adams, HMS Founder
For Harlem Mothers S.A.V.E. the main challenge is the need for more funding to keep their programs running, and they see the lack of awareness and consideration as the problem.
The Problem Behind the Problem
The organization is entrenched in the community and neighborhood it serves: Harlem. Its fundraising efforts are limited to a small pool of beneficiaries within its local community.
The Reframed Business Challenge
In order to grow its donor base and programs, Harlem Mothers S.A.V.E. needs to appeal to New Yorkers outside of Harlem and engage them with their mission
BUT
I uncovered more hurdles
FOR NEW YORKERS OUTSIDE OF HARLEM GUN VIOLENCE IS NOT A PRIORITY
57% of respondents do not feel like gun violence strongly impacts their own neighborhoods
THE CONNECTION BETWEEN GUN VIOLENCE AND QUALITY OF LIFE ISN'T CLEAR
52% of respondents said that they are worried for their quality of life, yet only a third of them see gun violence as an element that can negatively affect their quality of life
NOT ALL NEW YORKERS FEEL A SENSE OF COMMUNITY
73% of respondents said they are interested in being part of a community that cares about one another and works to make the neighborhood safer
WHY WOULD A NEW YORKER CARE FOR HARLEM MOTHERS?
The organization's name and branding is strongly rooted in its community and origin story, but that story may not be relatable to most New Yorkers or potential donors
The Answer
From
Neighborhood efforts to reduce gun violence in Harlem
To
Reframing Harlem’s gun violence issue as a
city-wide issue that threatens NYC’s quality of life
The Strategy
The Issue
Getting people outside of their local community to care deeply enough to contribute money or time and get involved, mostly because people outside of Harlem don’t feel it affects them, personally.
The Insight
New Yorkers are hyper local and therefore undermine the quality of life of the entire city because they don’t care about what happens outside of their neighborhood
The message
Supporting Harlem Mothers S.A.V.E. benefits everyone in NYC and improves all residents' quality of life, not just those in Harlem
Introducing: "The Mother in You" Campaign
The Value of Chasing Problems: Measurements of Success
Improved Brand Value and Growth
By repositioning the gun violence issue and HMS as a cause all New Yorkers should care about
Appealed to Potential Donors
By reaching affluent New Yorkers through key touch points and appealing to their sense of belonging
Increased Audience Reach
By reaching New Yorkers across five boroughs and relating with their desire for improved quality of life
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A Problem of Purpose
