Engaging stakeholders with powerful stories of trauma-informed care

Problem

FamilyForward supports children and families by providing individualized therapeutic services for children who have experienced developmental trauma due to abuse and neglect. One of the organization’s most powerful tools is simply sharing these stories — stories that demonstrate both the urgent need and FamilyForward’s impact on families and communities. The trauma young children experience from neglect and abuse is difficult to talk about, so presenting its customized services in a positive way was critical. And the science behind the therapies is complex, and sometimes clouded discussions.

Action

Tremendousness collaborated with leaders from the organization to understand its mission and vision, and services and audiences. Most critical was defining their stakeholders using personas — really getting inside their heads and understanding what motivates FamilyForward’s partners, donors, funders, and volunteers. A co-creative discovery session set the stage, helping us to connect with and inspire these multiple audiences in meaningful and compelling ways. 

Based on what we learned, the team then determined the best vehicle for the story in order to captivate partners and potential funders — it might end up as an infographic, interactive experience, explanation video, or some other visual communications tool. Whatever the result, it needed to answer this key question: “How can we show our impact to inspire stakeholders to engage with us”?

Result

Ultimately, we anchored the story around this positioning statement: “FamilyForward’s forward-thinking methods change the future for children who have suffered through trauma. Let us show you how.” For this project, a short, engaging animated video was the best way to quickly share that story, and enable it to continually be shared. FamilyForward uses the video on its website, in donor presentations, and for general outreach. Every person it touches helps to sustain the organization’s trauma-informed services and drive the future of systemic change.

Here’s how the client felt at the end of the project: “I feel like we should throw you all a party, or throw ourselves at your feet in gratitude, or something. The animation you created for us is AH-mazing! We love it, have launched on social media, shared directly and individually with dozens of donors so far, and have big plans for the next phase of communications… As we work to engage a more diverse group of supporters and volunteers, this will be a valuable and evergreen tool in our toolbox. Your team exceeded our expectations (and that’s hard to do). We know you put a lot of extra time and effort into this project — you gave it heart and soul, too.”