TOURETTE ASSOCIATION OF AMERICA

National 360 Awareness Campaign

THE PROBLEM

A lack of diagnosis

The CDC reports that each year 50% of children go undiagnosed due to a lack of awareness from their parents, teachers and doctors. The stigmas and misunderstanding around Tourettes creates a poor environment for these children to thrive, ultimately holding back a generation filled with potential.

the INITIATIVE

A 4-week 360 national awareness campaign

After 45 years of dedicated service to the Tourette community and in partnership with the CDC, Tourette Association of America set out to raise awareness and educate the public on a lack of diagnosis in children through digital programmatic billboards and a highly targeted paid social and digital media campaign.

the HIGHLIGHTS

Over 4M+ people reached with our message

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DIGITAL PROGRAMMATIC BILLBOARDS

THE CREATIVE

Impactful imagery and a powerful message

Using clear and engaging imagery we were able to capture the hard fought-for attention of parents, teachers, and doctors in order to reach them with a message that resonated enough to drive traffic to site and learn more. Through simple, thoughtful strategy and design, TAA was able to stand out against the noise.

 

the PERFORMANCE

Sweeping the nation with our message

With a nation-wide programmatic campaign we were able to reach people in high-traffic areas at times in which we knew areas would be the most populated with our audience. Using algorithmic solutions and geo-targeting, our creative rotated and optimized for the biggest impact at locations around doctors offices, schools, hospitals, gyms, and offices, where we knew our audience would be.

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THE Targeting

Cities and states

In order to expand our reach, we spread our dollars across 10 different cities and 8 different states to ensure we were reaching people in major cities and remote locations alike.

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Paid Social

THE CREATIVE

Consistency where it matters

Altering the creative ever so slightly, we were able to re-target online through a paid social campaign on Facebook and Instagram. By supplementing the out of home campaign with online targeting, we are able to stay top of mind with our message and continue to drive people to take action and learn more.

THE PERFORMANCE

Facebook and Instagram

Although less money was invested into the digital platforms, we saw a massive spike in site traffic (45%) when the paid social campaign went live 2 weeks after the digital out of home. On digital platforms TAA’s campaign blew industry standards out of the water with a highly engaged audience of people who were clearly seeking clarity and additional information.

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THE TARGETING

Cities and states

With retargeting, we were able to reach people with our message in similar states and cities, pushing them to site for more information. With paid social, we were able to understand where our current audience is and who we aren’t reaching, enabling us to spread the message not only in large cities but rural areas as well.

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Website

THE CREATIVE

Landing pages and banners

It’s important for people to confirm visually that they’re in the right place, so we created banners for the tourette.org homepage that brought the story and message full circle.

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THE PERFORMANCE

A huge spike in site traffic

Beyond the homepage, traffic went primarily to https://tourette.org/about-tourette/overview/what-is-tourette/ once people were on-site, indicating that they were seeking answers and engaged with the information. The average time spent on-site was 200% higher than industry standards with a low bounce rate which shows the information they saw was what they were looking for.

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THE Targeting

Cities and states

Traffic to site came in consistently in the areas where we were running ads and creative both online and off. Using site traffic information in the future, we can further our reach into more remote areas and speak to people outside of large cities.

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THE AUDIENCE

Who’s coming to site?

With 86% of site traffic coming from new users, it’s clear we were raising awareness for people who hadn’t been involved before. A predominately female audience with a high interest in primary and secondary school education, our message was hitting both moms and teachers everywhere.

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In Summary

With a cost effective strategy and powerful creative, Tourette Association of America ran an incredibly successful 6-week campaign that blew industry standards out of the water. It was clear the message resonated with the right audience, and we’re now empowered this data for future campaigns and initiatives to drive growth, education, and awareness not only within the Tourette community, but with the general public.

 

 

About Tourette Association of America

Founded in 1972, The Tourette Association of America (formerly known as the Tourette Syndrome Association) has emerged as the premier national non-profit organization working to make life better for all people affected by Tourette and Tic Disorders. We do this by:

  • Raising public awareness and fostering social acceptance.

  • Working to advance scientific understanding, treatment options and care.

  • Educating professionals to better serve the needs of children, adults and families challenged by Tourette and Tic Disorders.

  • Advocating for public policies and services that promote positive school, work and social environments.

  • Providing help, hope and a supportive community across the nation.

  • Empowering our community to deal with the complexities of this spectrum of disorders.

Get Involved

There are many ways to support the Tourette and Tic Community. Your gift and involvement in our events, your donations, and your volunteerism helps ensure that the Tourette Association of American can continue its work in making life better for all people affected by Tourette and Tic Disorders.

 

 

The Glossary

Looking to better understand these terms?

SROI

SROI stands for “social return on investment” and is a way of showing how much impact your organization is having on the community compared with what resources you’re requiring to make said impact. It helps donors focus on what you’re accomplishing as a cause rather than what your overhead ratio is.

Impressions

Impressions measure how many times your message has been displayed, helping measure the number of times your content is displayed over a given period of time.

Reach

Reach is the total number of individual people who have seen your message.

CTR

CTR stands for “click-thru rate” and represents how many people are clicking on your links compared to how many people you’ve reached. This metric allows organizations to better understand how many dollars need to be spent in reach in order to convert people to go to site.

CPC

CPC stands for “cost-per-click” which is a metric that works in tandem with CTR to determine how expensive it is to get one person to click through to learn more. These two metrics combined can help set goals, determine proper budgets, and measure benchmarks for success.

Programmatic

Programmatic buying is a way of buying media so that it is served at the best times depending on who your audience is and what you’re trying to accomplish. These automated algorithms take into account time of day, target, location, and more to help make sure messaging isn’t being served unseen and are meant to optimize for the best possible time to deliver so you don’t waste any dollars.