National CASA/GAL Association for Children

Making a point
with perspective

Recruiting new volunteers with a visually emotive appeal

When National Court Appointed Special Advocates and Guardian ad Litem Association for Children (CASA/GAL) was ready to launch a new campaign to increase brand awareness and recruit qualified volunteers, it was its turn to ask for help. That’s where R&R came in.

National CASA/GAL supports and promotes court-appointed volunteer advocates so every child who has experienced abuse or neglect can feel safe, have a permanent home, and have the opportunity to thrive.

The Work

To capture how children in this situation may feel, director Tyler Stableford filmed the PSA from a child’s perspective during a transition from one placement to another. Each is a portrait of a frightened and confused child who has no idea where they are going. The goal was to showcase how volunteers make a profound impact on these children’s well-being.

The spots ran on TV, digital OOH and online, as well as in 1,500 theater lobbies and on elevator screens in office buildings around the U.S. To accompany the PSA, we also redesigned the CASA website to ensure that users could easily learn more and get involved with the organization.

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