In an effort to reach more parents, Partnership for a Drug-Free America has been exploring its online options, and interactive agency Razorfish is helping. Earlier this year, the partnership launched an online initiative to help younger mothers learn the right way to talk to their kids about drugs.
"The partnership's primary audience is parents, and they have specific unmet needs when dealing with their kids' drug and alcohol use as well as a strong desire for support and community with other parents in similar situations," says Stephen Pasierb, president of the group. "Digital permits us to serve parents on their own terms -- how they want, when they want, with very specific tools and content that meets their meet their demands."
The effort, handled pro bono by Razorfish, started with a day of story-sharing and discussion on the social network CafeMom.com. The stories were then published on a minisite, dontsoundlikeyourparents.org, which encourages users to submit their own stories. It also includes three videos designed to feel like 1970s home movies that were then posted on YouTube and other social media sites. Donated media in the form of banner ads and print ads, as well as blogger outreach and targeted viral seeding, drove traffic to the minisite.
"Today, rather than only a monologue communication to the public, we can focus on relationship-building -- be understanding, helpful, relevant to needs, which helps build trust in the partnership among those we exist to serve," Mr. Pasierb says. "That makes people more likely to share and recommend our resources to their family, friends and personal networks. That trust and sharing are hallmarks of both great digital efforts and the best practices of effective nonprofits. Digital is a winner for us on all levels."