An unplanned, unexpected pregnancy can be overwhelming for a young woman who is suddenly faced with so many decisions. Oftentimes, young women can be encouraged to choose life in such a situation, but are left without resources and support after they do so. That’s where Embrace Grace steps in: to ensure every young woman in a crisis pregnancy is connected with a church body where she can find acceptance, resources and the hope of Christ. As their website states:
Embrace Grace, Inc. is a 501(c)(3) non-profit organization formed for the purpose of providing emotional, practical and spiritual support for single, young women and their families who find themselves in an unintended pregnancy. The primary goal of Embrace Grace is to empower churches across the nation to be a safe and non-judging place for the girls to run to when they find out they are pregnant, instead of the last place they are welcomed because of shame and guilt. We provide curriculum and resources for the church to implement our programs and become a Pro-Love church. If the church, the Body of Christ, will join together to support these girls who choose life, young moms will be more open to not aborting their babies. Whether they keep their baby or choose adoption, Embrace Grace is a support system for them as they begin their journey of being a young mother or blessing another family with their baby. Emotionally and spiritually healthy mommies parent emotionally and spiritually healthy babies. Through the Embrace Grace programs, lives are saved and generations are being changed. (Source)
About the campaign: As a leading PR firm and ad agency, FrontGate cares deeply about marketing and strategy, and equally, passionately about the Kingdom work that is so integral to our faith-based and family values roots. This particular campaign was an opportunity for FrontGate to partner with influential bloggers to share stories of choosing life and encouraging support for young moms-to-be who are struggling with their pregnancy and might be considering abortion. This became a deeply personal project for our team, and one with lasting impact. Embrace Grace reached out to FrontGate to increase their reach. They knew with targeted campaigns and increased awareness, they could reach even more churches. Besides their work in churches across the nation, the organization also provides gift boxes to expectant moms called the Love Box.
The target audience of their campaign included pro-life citizens who are willing to engage and support expectant mothers who choose life for their babies. The main goals were collecting email addresses for future mailings, and raising awareness about their work including how email recipients can start a chapter at their own churches.
Campaign Details: The month of January included the nationally recognized Sanctity of Life Sunday, so it was a perfect month to raise awareness for Embrace Grace. Bloggers were asked to review the Love Box given to expectant moms. This generated blogs and social posts that cultivated a heightened awareness of the client’s work, which were then linked to a giveaway. The giveaway allowed us to generate leads for Embrace Grace. Many of the bloggers shared deeply personal stories of their own experiences in abortion clinics and their process of choosing life, which held beautiful value and created a very personal connection. Two examples of these can be found HERE and HERE.
Campaign Results: The combined social posts and blogs created an amazing 716,320 impressions, and earned 147 new email leads from 39 participating bloggers and generated 79 social posts across various platforms. Some of the many posts are included below:
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