Skip to content Skip to footer
program logo
MARKETING GUIDE - TOOLKIT
youth focused rotating ads
teen focused rotating ads
outdoor billboards
interior bus panels (signage)
Series of 6 rotating digital street billboards
Social media
newsletter template
informational brochure
Campaign Architecture

Positive Parenting Program Powered by Triple P

Project Overview

This project focused on creating a culturally and linguistically inclusive campaign for Mecklenburg County to help families engage earlier and more confidently with parenting support resources. The program was designed to educate, engage, and empower underserved communities from prenatal through young adult years, with materials that could connect families to proven techniques supporting wellness, social development, academic success, and long term stability. Before this work, the need was not just for awareness, but for a clear, approachable system that could make the program visible, understandable, and actionable across community touchpoints.

The Challenge

The challenge was to communicate a whole family support program in a way that felt encouraging rather than clinical, and accessible rather than overwhelming. The campaign needed to speak to families and caregivers of children at risk of negative outcomes while acknowledging the cultural and socioeconomic barriers that can affect home stability and parent child relationships. The objective was to create a message system that could build trust, reduce stigma, and clearly explain how the program helps parents strengthen routines, improve school engagement, and learn alternatives to physical punishment.

The Idea

The concept centered on creating a campaign that felt supportive, human, and community based. Rather than presenting the program as a corrective service, the creative approach positioned it as a resource for connection, growth, and empowerment. The campaign was developed in two complementary variations: one for parents of teens and another for parents of elementary school children. While the overall message system remained unified, the language and emphasis were adjusted to reflect the different needs, challenges, and day to day realities of each audience. This allowed the campaign to feel more relevant and useful while maintaining one clear program identity.

The Structure

A multi channel campaign framework was developed to organize awareness, visibility, and community engagement across multiple formats. The campaign included two audience specific message tracks, one for parents of teens and one for parents of younger children, allowing the communications to stay aligned while speaking more directly to different parenting stages.

The framework included:

  • Research and analysis

  • Program name and identity

  • Informational brochure

  • One page overview flyer

  • Informational card

  • Email newsletter template

  • Magazine ads

  • Transportation signs

  • Internal Mecklenburg County signage and digital boards

  • Social media assets

  • TV commercial

  • Radio

This structure created a consistent message system that could move across print, outdoor, internal communications, and digital platforms while keeping the program recognizable, approachable, and easy to understand.

The Execution

The execution translated the strategy into a broad public facing awareness campaign built for reach and clarity. Deliverables included the program identity, brochure, rotating ads, billboards, social media assets, and additional promotional materials designed to support visibility across community settings. The campaign was built in two variations, one tailored to parents of teens and the other to parents of elementary school children. The messages complemented one another, but were adapted to reflect the specific concerns, behaviors, and support needs of each audience.

Execution included:

  • Campaign naming and visual identity

  • Audience specific messaging for parents of teens and parents of younger children

  • Informational print collateral

  • Social media assets

  • Outdoor and transportation advertising

  • Internal signage and digital boards

  • Broadcast support through TV and radio

  • A cohesive awareness system built for community engagement

The Outcome

The result was a unified campaign system that gave the Positive Parenting Program a clearer and more accessible public presence. By combining culturally competent messaging with a structured multi channel approach, the campaign helped strengthen awareness of the resource and created a more consistent way for Mecklenburg County to connect with families, caregivers, and the broader community. The two audience variations also made the campaign more relevant by addressing parents with messages shaped around the real needs of their child’s stage of development.