Changing Minds . . .Changing Lives
Program Description:
In May 2005, The Arc of Maryland and its 10 chapters launched an innovative program to raise awareness of cognitive and developmental disabilities and The Arc as the source in Maryland for families and individuals cognitive and developmental disabilities. Our first-year goal was to develop a platform for an on-going public awareness campaign that would draw people to The Arc in their community. Our intent is for this program to augment our statewide advocacy efforts as well as draw people to The Arc in their neighborhood for direct services.
A second, equally important, goal of the program focuses on creating a unified voice in Maryland for The Arc. We celebrate the differences at the neighborhood level as each of our chapters develop the programs, capabilities and outreach appropriate to them. Yet, in the state capital, State Department of Education, Department of Health and Mental Hygiene, Developmental Disabilities Administration, Office for Children, Youth and Families, and Child Care Administration, Housing, the power of The Arc is in its ability to be one voice. Therefore a key goal was to bring our family together via a Media-Marketing Committee to create, support and then implement such a campaign. We are building a platform for a stronger partnership and a process for collaborating on projects.
Seeking to change minds and even to build awareness is a huge undertaking. For this reason, we narrowed our target for the first year to an audience that we felt needed and warranted special attention: families with young children with cognitive and developmental disabilities. Early intervention has a great impact and brings people into The Arc Community early. Our traditional methods of reaching these families were doing okay but we weren’t the first stop for many. With limited time and money, each individual chapter didn’t have the opportunity to explore new channels. Collectively though we could.
We identified key channels that we were not routinely using: doctor offices, health care clinics, libraries, community centers, and day care facilities. We knew though that to stand-out we needed to look contemporary, exciting and personal. We achieved this through the Changing Minds, Changing Lives (CMCL) logo, statement, colors, and strategy of developing personal stories. We captured this in colorful posters with tear-off coupons. Following the launch in May 2005, we distributed posters around the state. Chapters each integrated the CMCL into their own marketing/communications in different ways. They pulled from the Tool Kit ideas and tools that worked for them. For example, one chapter produced a bookmark that will be given out in all schools this fall. The beauty of this program was that it ultimately provided a single brand and the flexibility to work within existing brands.
Other supporting elements are: a website (which links from The Arc of Maryland website) with an action form for collecting requests, memberships and donations; a toll-free number; templates for ads and logo elements for adapting to other items such as bookmarks; and Tool Kit to guide chapter staff and volunteers in using the materials. We have attached samples of the posters and tear-off coupons as well as screen grabs from the website and the Tool Kit guide given to all chapters (provided on disk).
In putting together the program, we carefully considered the brand image and the wording. This led us to using a diverse group of voices including one in Spanish, strong, bright colors and simple, repeatable theme statement. We also specifically use “The Arc” (rather than The Arc of Maryland or Howard County for example) so the campaign is more global and focuses on the key words.
We also made the decision to distribute donations three ways with a portion payable to the chapter in the donor’s area (50%), The Arc of Maryland (40%), and The Arc of the United States (10%). One voice.
One year later, the Changing Minds-Changing Lives campaign is strong and growing, and has begun to make a difference.
Program Goals:
- Support and augment statewide advocacy efforts
- Create a unified voice in Maryland and a platform for a stronger partnership between the state office and its 10 chapter network
Program Results to Date:
Launched: May 2005 at State Convention
Posters Distributed: approx. 500; based on reports the posters remained posted in locations 3-6 months later and several reported the coupons were used and replaced several times
Survey: We are conducting a survey of chapter volunteer leaders to determine if they have seen the posters and other materials and their impressions of the campaign. Limited results thus far indicate a better than average awareness and largely positive impression of the campaign. Several have noted that they feel the campaign message is solid and they hope we can expand the reach.
Chapter Support: We were fortunate to get 100% financial support and about 80% participation in the campaign. The participation has been on differing levels but all are engaged in the process.
Program Evaluations & Comments:
“It gives the chapters the opportunity to share resources and creativity and not having to "reinvent the wheel" in many cases.”
“Ten heads are better than one in regards to creativity and ideas.”
“We need one consistent message that is to circulate throughout the state (and our ultimate goal, the country). The only way to do this is to get the input from the chapters on a consistent basis.”
“The chapters can take away numerous media suggestions and incorporate them into their own media/marketing plans, yet be consistent with the goals of the Arc MD media campaign.”
“This committee work energizes me to share what we are doing with other chapters in addition to seeking new media opportunities that I have not explored. Working with other chapters enables me to see where we are in the realm of marketing and promoting our agency. It provides me with a baseline from which to work with.”
“The Changing Minds, Changing Lives campaign has allowed us to better reach out to the Spanish community in our county. By placing Spanish literature in the community, we hope a Spanish-speaking family will first turn to The Arc for advice. In addition, the CM-CL campaign has also been a great opportunity to collaborate with other Arc chapters in the state of Maryland. Our monthly meetings and e-newsletter provides chapters with the ability to spread ideas around about successful ways to reach out to people with developmental disabilities.”
“Our advisory committee liked the campaign colors and slogan which prompted them to come up with their bookmark idea.”
“The value of the program has been in many ways the collaboration between the chapters.”
“We are happy to have the opportunity for collaboration that gives regional exposure to the work of all the Arcs and that raises awareness about the people we support.”
