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Case Study

Children’s Advocacy Centers of
North Carolina

Branded ContentDesignIntegrated CampaignPublic RelationsStrategyVideo Production

The Opportunity

Child abuse and neglect are more widespread than many realize, often going unnoticed because the signs can be subtle. Instead of obvious indicators, it’s frequently a series of small, subtle changes that suggest something is wrong. Without knowing what to look for, many abused children may remain hidden in plain sight within our communities. To address this critical issue, the Children’s Advocacy Centers of North Carolina (CACNC) teamed up with Capitol B to raise awareness and educate the public on recognizing the signs and symptoms of abuse.

Photo of children standing beside a school bus

The Work

Our work began with in-depth discussions with CACNC to understand their mission, values, goals, and the challenges they face. These discovery sessions, combined with additional research, gave us the insights needed to develop and pitch three distinct campaign concepts we fully believed in.

The selected concept, Hidden in Plain Sight, utilized the striking visual of a child blending into their surroundings to illustrate the powerful idea that abused and neglected children are often all around us, yet unnoticed.

From there, we jumped into action, creating PR opportunities and developing the campaign’s core messaging, visual elements, and video concepts. The final deliverables included a suite of materials – videos, images, social media graphics, ads, design templates, and a comprehensive campaign style guide. This guide enabled CACNC to collaborate effectively with their many partners to ensure the campaign reached and resonated with a wide audience. We also ran the campaign across WRAL platforms as well as Facebook, Instagram.

Photo of a girl wearing a white t-shirt and jeans sitting on a park bench
Photo of a girl wearing clothes that blend in with the background
Photo of a girl wearing a cream colored t-shirt and shorts sitting on a park bench
Photo of a girl wearing clothes that blend in with the background
Photo of kids playing with a ball in a park
Photo of kids playing soccer
Photo of kids smiling and hugging in front of a white board
Graphic showing CACNC Campaign Style Guide Cover
Graphic showing CACNC Campaign Style Guide brand colors
Graphic showing CACNC Campaign Style Guide web banners
Graphic showing CACNC Campaign Style Guide photo treatment
Graphic showing CACNC Campaign Style Guide video
Graphic showing CACNC Campaign Style Guide key messaging
iMac showing WRAL website with CACNC advertisement
Foot of iMac

The Results

12.5+ million impressions
51,000 clicks
280% website pageview increase
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