The 211 system helps residents find resources by dialing a simple three-digit number. Locating basic resources such as food, shelter, employment, or health care may mean calling dozens of phone numbers, then struggling through a maze of agencies and services to make the right connections. The goal of this campaign was to increase usage of 211 services from residents of target counties by 10% for the months of May, June, July, August, and September – usage defined as phone calls and web visits.
The strategy that we developed was to raise awareness of specific reasons to call or click through a multi-media advertising campaign. The Tactics built into this campaign escalated as we moved through the five-month campaign – search, social and print went live in May, digital display went live in June, social (video) began in mid-July, TV (video) ran August and September.