After such a difficult year in 2020, many people that suffer from addiction found their struggle exacerbated by financial instability, stress, isolation, and lack of connection to a community.
As an active member of the New Orleans recovery community, Paige Price, Business Development Director at WWLTV, recognized this problem and decided to take action in a partnership with Bridge House / Grace House, an addiction treatment center, that also has a Used Car Lot and Thrift Store to help raise support and make an impact for its residents.
“I wanted to create something that would give Bridge House/Grace House a platform to connect with those struggling to get sober after such a hard year,” says Price. “I am proud to team up with them because they have helped countless friends – and an immediate family member – on their paths to sobriety.”
Partnering with Weezie Porter, Account Executive at WWL, a program called “A Clean Start” was created to let people in search of help know they can turn to Bridge House/Grace House.
Working with their agency, Morgan and Company, TV and OTT ads were strategically placed featuring the thrift store and car donation program. Long-form interviews with Bridge House/Grace House representatives; PSAs; and WWLTV.com mobile display placements were also implemented to extend the effectiveness of this campaign.
“Addiction has touched my family and friends, as it has most people in one way or another,” says Porter. “It’s been so rewarding to see the elements of this program working so well, getting many important messages into our community.”
In fact, the program is working so well, Porter notes, “Kevin Gardere (Executive Director of Development at Bridge House/Grace House) reports that sales at their thrift stores and used car lot have been very strong for the last few months.”
The success of this partnership isn’t losing any steam either. Bridge House/Grace House hosted its annual fundraiser – Mr. Legs – on July 10th, with honorary judge Malik Mingo, host of Great Day Louisiana, in attendance to help gain support.
The pandemic brought about a special set of challenges for those struggling with addiction. Challenges like extreme isolation, recovery meetings ceasing to meet in person, added stress, and financial instability posed a special threat to those who are grappling with addiction.
At TEGNA, our mission statement to serve the greater good of our communities isn’t just a mission statement – it’s something we put into action and believe in deeply. Knowing the struggle of addiction from first-hand experiences, Team TEGNA’s passion projects, including “A Clean Start” are projects that aren’t just about increasing brand awareness and recall, but they’re helping people in the community who need help – and will continue to do so for years to come.
Thinking of how you might amplify your brand’s community efforts or looking to join our affiliates in their efforts to serve the greater good of our communities? Get in touch.