I'd heard from a friend of mine that an independent agency in Chicago was passing on an opportunity to work with a local non-profit with a great mission. I jumped at the chance, and after a couple calls I'd sealed it up.
The Situation
In a normal year, youth-in-crisis have a rough go. They face unbelievable problems: physical and sexual abuse, homelessness, food anxiety, mental health issues, just to name a few. But 2020 wasn’t anywhere near normal. The pandemic caused it to suck. And since “it” rolls downhill, it sucked even more for these kids. And since they’re adolescents, they don’t, without prodding, ask for help. We needed to change that.
The Ask
NRS (National Runaway Safeline) asked Troup to come up with a campaign that took away the stigma of asking for help. And to do it in a way that was approachable, empowering while letting the kids know they were not alone.
The Answer
Troup partnered with CG artist and illustrator, Ben Fearnley to launch the social campaign, Let’s Step Forward Together. Using sneakers as a medium, the work motivates and empowers youth-in-need.
The Results
Grew total impressions by 25% from 16 million to 20 million. 117,000 site visitors – 97% of which were new users. A 74% CTR on Snap, 44% on Meta, and 37 direct calls and chats with the center as well.
