Results - RightMinds

Research studies showed that 32% of third graders in the Richmond region were not reading at grade level. The Youth Matters 3R Campaign (Richmond Region Reads) set a long-term goal to ensure that every child in the Richmond Metro Region is reading at grade level by third grade by the year 2010. Their short-term goals were to raise awareness of the sobering statistic about reading proficiency in the Richmond area, mobilize the community, and increase the awareness and credibility of the Youth Matters organization.

Solutions

New logo for the 3R Campaign

:30 television spot inviting viewers to “Get Involved for Selfish Reasons” and incorporating a strong drive to web, plus high profile billboard

Direct-response website, www.RichmondRegionReads.com, that engages visitors from the minute they arrive

Informational booklet explaining the mission of Youth Matters and the 3R campaign

Proactive news bureau to work with local media and keep the issue at the forefront of their influential minds

Results

After two months the 3R website posted nearly 2,000 visits

Almost 10% of visitors signed up to help and more than 100 new individuals and corporations are now 3R volunteers

Youth Matters received substantial coverage in local press