Raising Awareness for Clinician-Led Community Response (CLCR)

Written By Holliday Collaborative Agency
 

Challenge

In response to the 2022 death of Herman Whitfield III, Indianapolis launched CLCR in July 2023 to provide clinician-led mental health crisis response. However, awareness was low, with only 18-25 calls per month. The city engaged The Holliday Collaborative Agency (THCA) to develop a strategic marketing campaign to boost engagement.

 

Solution

THCA designed a marketing awareness campaign with a multi-channel approach:

  • Bus Ads: Six-week IndyGo transit campaign.

  • Billboards: 11 locations downtown (Dec 2023 – Feb 2024, extended one month free).

  • Radio Ads: 30-second spots on three stations & four streaming platforms.

  • Social Media: PSA video across city platforms.

  • Earned Media: Coverage from three local news outlets.

A key strategy directed people to visit the city's website instead of calling 911, addressing concerns about law enforcement involvement.

 

Impact

  • Budget: Executed under budget.

  • Reach: 8.2 million+ impressions (billboards: 5M+, radio: 991K, social media: 1.1M+ impressions, 214K+ unique viewers, 8.5K+ link clicks).

  • Call Volume:

    • Before campaign: Avg. 20 calls/month (July – Nov 2023)

    • During campaign: Avg. 42 calls/month (+105%)

    • After campaign: Avg. 80+ calls/month (+400%)

Holliday Collaborative Agency
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