National Campaign: We Can’t Couch This Any Longer!
Timing:
2 Weeks Prior to B.E.D. event
Messaging Goal:
Address the needs of youth who aren't "counted" as homeless because they are couch-hoppers.
Tactics:
Timing:
2 Weeks Prior to B.E.D. event
Messaging Goal:
Address the needs of youth who aren't "counted" as homeless because they are couch-hoppers.
Tactics:
- Social Media - ask local celebrities to "look under their couch cushions" and post videos to Facebook or YouTube. Have them post items for people to bid on online with proceeds going to...
- Media stunt leading up to B.E.D: Do a pile-up of couch cushions somewhere public - park, etc. with some large/symbolic amount of change underneath.
- Good Morning America or Today pitch: Lauri will give interviews on the number of youth who are homeless who aren't counted because they couch-hop. NOTE: GMA ranks No. 1 in total audience for the 5th consecutive season. Today ranked No. 1 among A25-54 this past week, and has now defeated its broadcast morning news competition in the demo for 63 of the past 64 weeks. CBS This Morning is consistently ranked 3rd in network morning news ratings.
- Do an electronic billboard teaser campaign: "What's hiding under the couch?" Lots of play on word options here: youth homelessness: we can't couch the issue any longer, etc. Need to do some more brainstorming here but you get the idea.
- Have couches at the B.E.D. event. Opportunity for some sort of fundraising thing here. How much change is in the couch? Guess to win something.