Rocking Horse (Vermont Department of Health)

We worked with the Agency of Human Services to give structure and brand direction to Rocking Horse, a statewide all-women support group. The women who attend often struggle with substance misuse, family and relationship issues, confidence, and self-esteem. We took time to understand the target audience on a deeper level which ultimately led to campaign work outside the norm of traditional beautiful families, picturesque lives, and stability. Instead, we developed the tagline, Take the Reins, to evoke control and confidence. We selected imagery that best portrayed our target audience and their resilience while also addressing the much-needed companionship and support this group provided for these women. The campaign successfully rolled out across social media and display to help drive attendance.