You might have seen HSI’s “How Wellness is Won” campaign on buses, trains and platform signs around Chicago recently. The unique take grabs transit rider’s attention so they can see the more serious services that are offered; services that save and restore lives every day.
“We were looking for something very different and fun,” said Deborah Williams, Community Engagement Manager at HSI who spearheaded the idea. “We wanted to grab the attention of the public who would see this advertising.”
The team realized in a meeting that they all loved the old Westerns as kids. The idea was hatched. Deborah went shopping for cowboy hats, sheriff badges, bandanas and vests. One day, the senior team in a training class and when they exited the conference room, a photo shoot set up was all ready to go.
“I think messaging in our advertising should be fun and engaging,” said Donald Dew. “People don’t want to feel intimidated by the service provider. They want to see that social workers can be approachable. Deborah did a great job putting it together.”
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