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Hopebridge Green and White Logo

Sensory-Friendly Halloween Campaign

Public Relations | Creative & Brand Development

SITUATIONAL ANALYSIS

Hopebridge Autism Therapy Centers, one of the largest autism therapy providers in America, with more than 100 centers nationwide, identified an opportunity to better support children with autism and sensory sensitivities during the Halloween season.

Hopebridge engaged Hirons in 2021, 2022 and 2023 to share ways the general public could make Halloween festivities more accessible for children with sensory differences while also establishing Hopebridge as a thought leader in the autism space.

SERVICES

Hirons provided public relations, media relations and creative development services to Hopebridge Autism Therapy Centers. Conversations with Hopebridge helped us identify several metropolitan regions in which the organization wanted to garner further exposure. From there, we compiled a robust media list containing contacts in over 17 markets, ranging from Cleveland, OH to Phoenix, AZ, and designed a workbook to supplement earned media messaging.

In 2023, Hirons secured 167 media hits in 10 of Hopebridge’s target markets from the beginning of October to Halloween. These placements resulted in a total potential reach of 269,896,481 and an advertising value equivalency of $2,496,542.41. The prior year, we designed a sensory-friendly Halloween workbook in addition to the multi-state media relations campaign.

MEDIA COVERAGE

For each target market, Hirons and Hopebridge provided media training and crafted talking points for local board-certified behavioral analysts (BCBAs) that Hopebridge identified as spokespeople for this campaign. Hirons also developed strategic pitch templates for print and broadcast that could be customized for each locality. Once a media hit was secured, we served as a conduit between the reporter and Hopebridge to finalize interview date, time, location and content.

Interview content was focused on raising awareness of the prevalence of autism and sensory sensitivities, providing the public with several ways they could prepare to welcome a child with autism who knocks on their door on Halloween and sharing trustworthy advice for parents planning a spooky, safe evening for children on the spectrum.

Hopebridge Laptop and Mobile Phone Mockups
Child in Hopebridge Community At a Playground
Hopebridge Coloring Book Mockup
Hopebridge Volunteer Assisting Child

OWNED CONTENT

In addition to pitching and coordinating interviews with Hopebridge BCBAs, Hirons also assisted with the creation and promotion of supplemental owned content and events.

Hopebridge’s clinical leadership compiled helpful content for parents of children with autism that included sensory-friendly costumes, activities and preparations. Hirons’ creative team used this content to design a Halloween guide for caregivers to use as a resource ahead of the holiday.

Several Hopebridge centers across the country were also hosting sensory-friendly Trunk or Treat events that provided a safe and familiar place for children with autism to participate in the holiday. Hirons leveraged these events to increase media exposure by distributing media advisories and inviting local reporters to attend, capture footage and interview clinicians and families.

OUR WORK

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