TOURETTE ASSOCIATION OF AMERICA
National 360 Awareness Campaign
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.
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.
Over 4M+ people reached with our message
DIGITAL PROGRAMMATIC BILLBOARDS
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Looking to better understand these terms?
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 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 is the total number of individual people who have seen your message.
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 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 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.