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Overview

The Child Advocacy Center of Greater Rochester is an organization focused on the prevention and intervention of child abuse.

Helen + Gertrude evolved and refreshed the brand to prioritize a focus on community involvement and partnerships, aligning stakeholders on the mission of hope and prevention. We conducted extensive qualitative and quantitative research to uncover the center's new purpose, mission, and vision. Our collaborative process made it efficient and easy to incorporate board members' and key stakeholders' feedback into an updated name, tagline, and brand design. We then created a thought-provoking video to encompass the updates, reaching viewers across social, broadcasting, and our new website.

Services Provided:

Brand Development Creative Services Integrated Production Web Design

Visit:

https://www.cacgroc.org

Award-Winning

Problem

1 in 10 children will be sexually abused before their 18th birthday. Early prevention and education are crucial to empower our community to intervene and take action. Reaching both children and adults with hope-centered messaging opens numerous avenues of support to combat abuse.

The Goal

Educate both children and adults on ways to stop the cycle of abuse and provide hope.
Increase the awareness of the center’s purpose and the resources available.
Create an action-oriented network of support within the community.
Highlight the center’s 20th anniversary and recent facility opening.

The Strategy

Because this organization is centered on community, that’s where we started. We collaborated with anyone involved, including board members, volunteers, donors, and an advisory board made up of community members (law enforcement, therapists, etc.) to gain perspective.

While the topic of child abuse is heavy and dark, we wanted to exemplify the concept of hope and prosperity moving forward. We aligned with the center to prioritize safety and ongoing prevention across every touchpoint.

Telling this story required care, intention, and deep alignment with the organization’s mission. Our in-house production team crafted a narrative that centered hope and healing while acknowledging the seriousness of the topic. From scripting to casting, we led every step with empathy and strategic clarity.

Research and insights guided our purpose-driven decisions as we developed an updated brand strategy that included a new name, tagline, and design system. We intentionally chose a refreshed logo that embodied a hopeful figure and a color palette designed to feel inviting and encouraging. Teal blue was intentionally incorporated, as it is commonly recognized as a color representing child abuse awareness.

Soul Story

We live in a world of dichotomies. The haves and the have-nots. The alreadys and the not-yets. Those just beginning their healing journey and others still raw from the worst experience imaginable.

We believe that none of this should have ever happened. That even one abused child is too many. But trauma is inevitable until the entire community collectively decides to take action.

It’s for this reason that we continue our fight every single day
to protect our most vulnerable. Because if we want to have joy in our future, we must stop the trauma happening right now.

When children grow up in a safe environment with equal access and opportunities to thrive, we lay the groundwork for a strong and flourishing community. We tirelessly strive to create a future where every child is secure and protected, leaving no room or abuse. Our mission is complete when our services are no longer needed. Until then, we hear you, we see you, and we will advocate for you.

The Results

The updated brand guidelines provide clarity on all values, beliefs, and the organization's overall purpose. All parties, whether board members, volunteers, or community members, are able to align and work towards the same mission.

We worked closely with the staff and community members, casting both professional talent and real employees to show the transformation that occurs when both children and adults have support from the center as they navigate some of life’s most difficult experiences. We wrote the script and directed the voiceover to ensure tone, emotion, and purpose aligned with the newly defined brand.

Visually, we wove the brand colors throughout the video, using shifting tones to signal the movement from trauma to hope. The footage was carefully lit and framed to reflect the depths of loneliness and fear and the warmth of trust and resilience. Originally conceived as a long-form narrative piece, the one-minute video had to be refined into a 30-second spot that aired on broadcast television and streaming devices, ultimately becoming the cornerstone of the awareness campaign.

Additionally, we designed the website to be a safe, informative, and welcoming place that encourages adults and children to navigate and find resources.

The rebrand was unveiled during the organization’s 20th anniversary celebration, a public event attended by State Senator Samra Brouk, Assembly Members Harry Bronson and Jen Lunsford, and County Executive Adam Bello. The event garnered significant attention, with media coverage reaching an audience of 623K people and generating 155 positive engagements.

Results:

From 8/3/22 to 12/31/22, digital marketing efforts drove:

44,679

Total Website Sessions

1,110,221

Video Views

3,540

Combined School Page Visits on The Future is Optics Site

1,428

MCC Page Visits

1,286

SCCC Page Visits

826

FRCC Page Visits