Monroe County Court Appointed Special Advocates
Executive Summary
Monroe County CASA advocates for children in the court system, ensuring they have a voice, support, and a chance at a safe future. While the need for advocates is high, awareness and volunteer numbers haven’t kept up. Many children are still waiting.
Our research shows that people care about helping kids but often don’t know what CASA does or how accessible volunteering really is. By simplifying the message and sharing real stories, we aim to inspire more community members to get involved.
Our campaign focuses on the idea “Their future needs you.” Highlighting how volunteers help shape tomorrow’s leaders. Through a mix of radio, billboards, social media, newsletters, bus ads, and community events, we will increase visibility and drive volunteer sign-ups.
With a balanced budget and clear tracking metrics, this plan will grow awareness, strengthen engagement, and bring more advocates to the children who need them most.
Creative Brief
Project Objectives
CASA is seeking to recruit more volunteers to ensure every child in Monroe County has a voice and hope for their future. Through increased awareness and engagement, CASA aims to show that everyday people can play a powerful role in changing a child’s story.
Target Audience
Women ages 40–70 who are retired or approaching retirement, family-oriented, and often active in their community or religious organizations. They are compassionate, educated, and motivated by giving back to causes that align with their values. With more available time and a desire to make a meaningful difference, they are ideal advocates for CASA’s mission.
Current Perceptions
Many potential volunteers view CASA as a highly respected and impactful organization, but there is often a limited understanding of what Court Appointed Special Advocates actually do. People recognize that CASA helps children in the welfare system but may perceive the role as time-intensive, emotionally demanding, or requiring a background in law or social work. While they are interested in contributing to a cause that supports children, some may hesitate to apply because they underestimate their ability to make a difference or feel uncertain about the level of commitment involved.
Strategy
Our strategy is to make our target audience feel inclined to help the community succeed. Make them feel as though they are creating the future doctors, teachers and CEOs. By being the guide for a struggling kid, they can help turn around their future, thus creating a safer community.
Message & Tone
friendly, nostalgic, motivating, incentivizing
Support
Based on our research of the community, our target audience is part of the retired community and has had successful careers. They will want to give back to the community and workforce by helping kids become the next generation of hard workers.
