VIDEO STRATEGY THAT KEEPS COMMUNITIES CONNECTED
OBJECTIVE
Build the Highmark Caring Place brand on social media and position the organization as a trusted expert in children’s grief — all with no budget — while finding ways to connect during the COVID-19 pandemic when in-person engagement wasn’t possible.
INSIGHT
Families and communities impacted by grief need connection, understanding, and accessible resources. Video emerged as the most effective medium to reach and engage them, especially when traditional, in-person support was limited.
ACTION
• Led the creation of all video content from concept through post-production, coordinating at-home projects to continue providing support during the pandemic.
• Developed storytelling approaches that connect viewers to children’s grief experiences and highlight the organization’s expertise.
• Remastered and released never-before-seen footage of Mister Fred Rogers speaking at the Highmark Caring Place, timed with the release of A Beautiful Day in the Neighborhood.
• Optimized videos for YouTube and social media to maximize reach and engagement without paid promotion.
RESULTS / METRICS
📺 YouTube Channel: 153.6K views, 6,403 hours of watch time, 869 new subscribers
💖 Mister Rogers Video (Facebook): 25.7K views, 3.1K reactions/comments/shares
🎬 Mister Rogers Video (YouTube): 12.2K+ views
🤝 Community Engagement: Successfully kept our large community of volunteers, kids, and families connected and engaged through video content, even though they could not see each other in person for years due to COVID-19.
IMPACT
• Strengthened the Highmark Caring Place brand as a national leader in child grief support, even with limited resources.
• Expanded awareness and engagement within local, regional, and national audiences.
• Created lasting, highly shareable content that continues to connect families and communities worldwide.
• Demonstrated the ability to strategically pivot and prioritize digital storytelling in a crisis, maximizing impact despite constraints.