SafePlace is an organization that provides resources, counseling and aid to victims, and their families, of domestic abuse and violence. They sought to broaden its audience engagement to include more males, millennials and new donors. With this in mind, Mercury Mambo was tasked with brand and strategy development of a community activation due to be executed in February 2014.
SafePlace needed an ownable activation where it can have longevity and awareness. The concept “Illuminate Austin” was developed to brand its memorial walk and to shed light on the cause with empowerment and positivity. Illuminate Austin came to life with custom luminarias featuring SafePlace client stories. Austinites were encouraged to purchase the luminarias and key city leaders and local celebrity supporters kicked off the event by leading participants in a sunset walk along the illuminated path. A social media campaign was implemented and encouraged photo sharing of the luminarias across the city.
In all, a total of 727 people registered prior to the event and even more showed up to walk the day of. More than 800 people showed their support and SafePlace raised more than $130,000 as a result of this event.