Awareness and Digital Advertising Campaign
Translating Empathy Into Everyday Moments
RAINN needed a campaign that could speak to a wide audience without sounding broad, vague, or institutional. The message had to land with emotional force, but it also had to stay usable. Too soft, and it disappears. Too heavy, and people shut down.
The real challenge was: how do you show care as something active?
The campaign had to make that visible in ordinary life. A glance. A pause. A decision to say something. A decision to stay.
Clear Creative, Targeted Distribution
The strategy had two jobs: make the message understandable, and make sure it reached the right people. Animation gave the message a stronger structure, while the release plan made sure it reached the people most likely to need it. That distribution strategy included:
- A three-month OTT campaign
- Video pre-roll placements
- CTV placements
The targeting stayed focused on higher-risk populations across priority markets, with weekly optimization to keep the campaign responsive by audience and location.
Record Results
The campaign delivered strong awareness, high completion rates, and useful message insights, including:
- 400,000 total impressions
- 76,000 total minutes watched
- 73% overall completion rate
- 99% completion rates on OTT and CTV
The campaign also outperformed its original media target and gave the team a clearer read on what messaging resonated most. The advocacy-focused version performed slightly better overall, especially among Spanish-speaking audiences.
See More From Project
Family and Couple Version
"From Me to We" Version
Coworkers Social Cutdown
Meet the Team
Vice President, Creative
Senior Creative Director
Program Consultant
Cinematographer + Editor
Director of Photography, LAI Video
Director of Client Experience + Operations
