Campaign Architecture
Positive Parenting Program Powered
by Triple P
Project Overview
Making parenting support feel approachable, relevant, and easy to access.
This project developed a public awareness campaign for Mecklenburg County’s Positive Parenting Program, powered by Triple P.
The goal was to help families find and engage with parenting support earlier by making the program easier to understand and more approachable across the community.
The Challenge
The program needed to reach families at different stages of parenting while avoiding language that felt clinical, judgmental, or overwhelming.
The campaign needed to build trust, reduce stigma, and make support feel like a resource rather than a response to a problem.
The Idea
The campaign positioned parenting support around connection, confidence, and growth rather than correction.
Two visual and messaging directions were developed within one campaign system:
- Parents of elementary school children
- Parents of teens
The overall identity remained consistent, while the messaging was adapted to reflect the different experiences and challenges of each stage of parenting.
The Structure
The campaign was designed to work across multiple community touchpoints, including:
- Program identity
- Informational brochure
- One-page overview
- Informational cards
- Magazine advertising
- Billboards and transportation advertising
- Social media
- County signage and digital boards
- Email communications
- TV and radio
The system gave the county a consistent way to introduce the program while allowing the message to change depending on the audience and where it appeared.
The Execution
The campaign translated the strategy into a range of awareness and outreach materials.
The creative direction focused on clear messaging, approachable visuals, and audience-specific communication while maintaining one recognizable program identity.
Execution included:
- Campaign naming and visual identity
- Audience-specific messaging
- Print and informational materials
- Social media assets
- Outdoor and transportation advertising
- County signage and digital boards
- TV and radio support
- Community outreach materials
The Outcome
The result was a more visible and approachable public presence for the Positive Parenting Program.
By creating one cohesive identity with messaging tailored to different stages of parenting, the campaign made the program easier for families to recognize, understand, and engage with across the community.