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Firefly Children & Family Alliance

Firefly Branding & Awareness Campaign



In April 2021, Children’s Bureau + Families First merged. Together, the organization expanded its program offerings and target audiences to whom they provide services. After their leadership team realized the conjoined name of Children’s Bureau + Families First was no longer suitable for the statewide social services organization, they sought help from Hirons for rebranding and the execution of an awareness campaign. After much research and consideration, Hirons developed the name Firefly Children & Family Alliance among other outreach deliverables with a culminating event celebrating the new brand identity and brand launch with three major audiences.


Hirons provided comprehensive rebranding and awareness campaign services. By crafting a new brand identity and executing an impactful launch event, Hirons effectively positioned Firefly as a “beacon of hope.” Hirons utilized a strategic combination of traditional and digital media efforts to achieve significant media interest and recognition within the community.


Hirons and Firefly Children & Family Alliance earned an award of honor through the PRSA Hoosier chapter for our work in producing a successful rebranding and awareness campaign, as well as a Pinnacle award for the “Light in the Darkness” brand launch event.

“Darkness cannot
drive out darkness;
only light can do that.”


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New Digital Presence

Digital efforts included the development of a unified website, the launch of engaging social media profiles on all major platforms and revamping Firefly’s online listings to reflect the new brand identity. All were strategically deployed across the state to boost accessibility and visibility for their target audiences.

Brand Awareness Campaign

Keeping Firefly Children & Family Alliance’s goals in mind, Hirons successfully executed a full rebranding and awareness campaign. Paid media advertising through print, audio, out-of-home and video generated awareness throughout central Indiana. Perhaps the most significant metric achieved was the maintenance in referrals to the agency immediately following the name change.

Hirons’ award-winning brand launch event was one of the highlights of the Firefly rebrand process. Pulling inspiration from the new brand name and elements, Hirons crafted the theme, “Light in the Darkness.” The Hirons team managed various aspects of the brand launch event, including designing and distributing event invitations, developing the event’s run of show, creating engaging speaker graphics, producing compelling videos, and writing speaker scripts. We also curated employee merchandise in a designed and branded “swag” box, managed event signage, arranged florals and decorations, and provided day-of logistics services. Additionally, Hirons orchestrated earned media efforts, resulting in coverage secured from Inside INdiana Business, WIBC and more.

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