KRC Research

Hard to Reach Audiences

This client was a statewide issue advocacy organization.

Challenge

The client initiated a public awareness campaign to foster understanding and to lift the social stigma associated with sexual assault. Prior to launching the multi-million advertising, public relations and grassroots campaign, relatively little was known about citizens' attitudes toward sexual assault. The client was especially interested in teenage perceptions, since they are a notoriously difficult audience to track. Research was needed to identify the messages that would resonate with them.

Research Solution

KRC developed and implemented a four-phase research program:

A thorough review of existing public opinion research
A statewide quantitative survey among both adults and teens (with a focus on Hispanics)
Focus groups with teens and young adults
Brainstorming sessions with local experts and opinion leaders

Results

Through the research, KRC provided the client with a clear picture of how citizens understood and misunderstood sexual assault, which was used to develop a fully integrated public education campaign.

During the first year of the campaign, phone calls to the client's hotline more than doubled, and more than 86.5 million people were educated through the media with placements in local and national outlets, including Good Morning America, CNN, CBS Early Show, U.S. News & World Report, and Glamour. In addition, more than 800 television and 5,400 radio ads aired in the State, 32 legislative briefings were conducted, and more than $1 million of in-kind donations were secured to extend the campaign's reach.

The campaign was awarded the Best Use of Research or Measurement award from PR Week, and the Jake Wittmer Award from the International Association of Business Communications.

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KRC Research

Hard to Reach Audiences

Challenge

Research Solution

Results

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