Volunteers of America Mid-states

Here to Help

Integrated Brand Awareness Campaign

Integrated Marketing Campaign

Help can change everything. But first, people have to know where to find it.

Volunteers of America Mid-States provides critical services to people facing some of life’s most difficult moments. From substance use recovery and housing to community care, health services, support for veterans and justice-involved individuals, help is available across the region.

The challenge was making sure people knew it.

VOA needed to build greater awareness of its services, strengthen its position as a regional leader in human services, and make a complex network of programs feel simple, approachable, and relevant to the people who need them.

SERVICES & CAPABILITIES

Audience Development and Remarketing
Campaign Architecture
Campaign Development
Content Creation
Copywriting
Digital Display Advertising
Digital Media Strategy
Ecommerce Analytics
Graphic Design
Marketing Strategy

The Challenge

How do you make a big organization feel close to home?

Volunteers of America Mid-States serves different people, with different needs, across different communities. That breadth is one of the organization’s greatest strengths, but it also creates a communications challenge.

People may know the VOA name without understanding everything behind it. Others may need help without realizing that the right resource is already available in their own community.

We needed to connect the two.

We wondered...

What if the most important thing we could tell people was also the simplest?

What if we could bring VOA’s many services together under one idea that felt personal, immediate, and reassuring? What if someone facing an uncertain moment could see a message and know there was somewhere to turn?

Sometimes, people don’t need a complicated explanation.

The Discovery

The opportunity became clear as we looked across VOA’s services and audiences.

Different programs addressed different challenges, but they shared something fundamental. VOA meets people where they are and provides support when they need it most. The organization is present in communities throughout the region, helping people move toward recovery, stability, independence, and a better future.

That gave us a powerful idea to build around.

A simple promise.

The Solution

Here to Help.

We created an integrated awareness campaign around three words that captured what VOA does every day: here to help.

Simple, flexible, and memorable, the campaign gave VOA a consistent way to communicate across services and communities while maintaining a friendly, familiar, and trusted voice.

Authentic, real-life photography put people at the center of the campaign, while VOA’s established colors and visual language strengthened brand recognition. Messaging could shift from recovery to housing to community care while the larger promise remained constant.

The six-month campaign extended across radio, print, outdoor, streaming television, Google Ads, and Meta, creating multiple opportunities for people to encounter VOA and understand that help was closer than they might think.

Every channel carried the same message.

Whatever you’re facing. Wherever you are. VOA is here to help.

Impact

Across the region, the campaign generated an estimated 26 million impressions, bringing VOA’s services and mission in front of millions of people.

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Outdoor Impressions

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Radio Impressions Delivered

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Paid Social Impressions

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Paid Search Clicks

Streaming television added another 373,476 impressions across 85,000 unique households, with a 98.66% video completion rate. Paid search generated a 6.46% click-through rate and 75 calls, helping move the campaign beyond awareness and toward action.

The campaign gave VOA a clear, cohesive way to tell a much bigger story about its work.

Because when someone is searching for a way forward, sometimes the most powerful thing you can tell them is that they don’t have to find it alone.

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