Keeping Faith in the Future Campaign
The Archdiocese of New York was faced with the difficult task of closing 26 elementary schools and, in the wake of this news, needed to instill a sense of confidence in existing schools and the future of Catholic education. The benefits of a Catholic education are many—from an emphasis on academic excellence to its safe, welcoming environment to an education that’s grounded in faith and values. Parents and children build an emotional connection with their schools, and choosing the right elementary school helps put children on a path to future success. T&B was selected to develop a multi-tiered strategy that had, as its centerpiece, an ad campaign, “Catholic Schools: Keeping Faith in the Future.” The campaign featured real quotes from Catholic school parents to instill hope and featured a call-to-action to parents, particularly those displaced by school closures, to “Keep the Faith” in Catholic education. Thompson & Bender handled all creative and production as well as research—including interviewing parents to develop meaningful message points. The campaign ran across key print, radio and digital media, and it was expanded to include video testimonials for the Archdiocese’s website.