Challenge: With its mission of ending homelessness in Miami-Dade County, the association had an annual competition open to all high school students in Miami-Dade County. The competition was to create a Public Service Announcement (PSA) bringing attention to homeless issue. The competition was not embraced by high school students or the school district, the competition had few entries and its award presentation had very few attendees.
Strategy: Our firm revamped the entire program by redefining the goals and objectives of the competition in terms that would appeal to high school students. Expanded the time frame of the competition to encompass a full semester so it could be a done as a team or class project. We were able to have the school district lend its full support to the competition, met with numerous communication and TV classes at Miami-Dade high schools, obtained CBS-4 as a sponsor and host of the awards program and established a help email to address questions from students and teachers.
Results: The program received a record number of entries, the awards presentation was a standing room only event and the competition received extensive media coverage.