ROI Spotlight: It starts with you. It stays with him.
Delta Media was honoured this summer to work with the White Ribbon Campaign (WRC) and Le Centre ontarien de prévention des agressions (COPA) to develop and launch the "It starts with you. It stays with him." a ground-breaking campaign that was geared at providing men from all walks of life with the tools and resources they need to talk to the boys in their lives about healthy, equal relationships with women.
Delta Media developed all the creative for the campaign and made sure to pre-test the concepts before the launch using traditional focus groups. Based on the feedback gathered from men with boys in their lives, our team moved quickly to create a full range of tools, resources and vehicles to help promote the campaign.
Central features of the campaign included an innovative website, a series of social media tools and a high-profile media launch in Toronto, attended by the Minister responsible for Women’s Issues at the Hockey Hall of Fame.
To help us effectively measure the success of our campaign following the launch, we developed a customized online survey that invited respondents through Facebook to provide their feedback on the usefulness of the campaign and the website. With over 300 responses from people across Ontario, our team was able to effectively determine that the tips, tools, resources and information contained on the site would help men to play an even stronger role in ensuring the boys in their lives foster healthy, equal relationships with women.
Sheena Pennie is the President and co-founder of Delta Media
sheena@deltamedia.ca
