findhelpidaho.org is a free, statewide resource hub connecting Idahoans to local support for food, housing, healthcare, childcare, and more. It’s built on a simple belief: asking for help should be easy, private, and stigma-free—because everyone needs a hand sometimes.
This campaign began the way many ideas do: with a single word on a sticky note—bootstraps.
The challenge was to create an awareness campaign that spoke to people across a wide spectrum—from those on the edge of crisis to those quietly struggling behind closed doors. The messaging needed to feel human, relatable, and honest, reframing help-seeking without judgment.
That word uncovered something universal. No matter who we are or where we live, many of us feel pressure to “handle it ourselves.” Yet across Idaho, people are balancing heavy responsibilities, unexpected crises, and moments when life becomes too much to carry alone.
The Approach
I led concept development, creative direction, asset design, vendor coordination, and the full campaign rollout across broadcast, digital, social, and out-of-home placements—including community-facing bus benches now live throughout the region.
The bootstraps idea became a guiding lens. It reminded us that asking for help isn’t a failure—it’s part of being human. Because findhelpidaho.org is a self-serve tool, the campaign needed to reflect a simple truth: people helping themselves, with support available at the moment they need it.
Messaging was built around relatable, everyday moments—scenes that hold both strength and vulnerability. Headlines included:
Paired with candid imagery—often warm, joyful, and unguarded—the work underscored a shared truth: everyone carries something. And sometimes, even the strongest among us could use a little help—and that’s okay.
Execution & Ongoing Impact
The campaign uses a warm tone and familiar, real-life settings to create immediate relatability, allowing the creative to translate seamlessly across platforms—from digital display and social to radio and bus bench installations.
Its modular design allows for rapid adaptation as community needs shift. During the federal government shutdown in fall 2025, we produced quick-turn social ads and radio spots addressing SNAP benefit disruptions, providing clear guidance during a moment of uncertainty.
The campaign is currently live and continuing to grow, driving steady traffic to findhelpidaho.org and helping more Idahoans connect with essential services across the state.
