(Boston, MA, December 1, 2021) — MERGE, a premium storytelling technology company, partnered with Bridge Over Troubled Waters to develop a multi-channel, pro bono campaign centered around raising community awareness of youth homelessness.
In recognition of National Homeless Youth Awareness Month in November, the partnership drove awareness in the Boston metro area around an issue that one in 13 youth ages 13-25 experience each year.
The multi-channel, pro bono campaign focused on how prevalent yet often concealed youth homelessness can be. In certain communities in the Boston metro area, youth homelessness is disproportionately prevalent. Black and brown youth have an 83% higher risk of becoming homeless, and LGBTQ youth are 120% more likely to become homeless.
To help amplify Bridge Over Troubled Water’s mission, MERGE developed captivating traditional and digital executions encouraging viewers to “look closer” and challenge preconceptions of homelessness, providing a deeper perspective into youth homelessness.
MERGE developed a 30-second PSA that appeared across broadcast, out-of-home, digital display, social media and radio. The PSA directed audiences to the campaign's landing page, https://www.bridgeotw.org/nhyam, which provides community members with additional resources and education to help direct at-risk youth in Boston toward the services, programs and resources that Bridge Over Troubled Waters provides. Overall, the campaign secured more than 23 million impressions, reaching audiences across the Boston metro area and beyond.
“It’s a privilege to work with such an incredible organization that is committed to providing services to runaway, homeless and high-risk youth. Youth experiencing homelessness are at a critical intervention point, and that is why MERGE is committed to supporting the partnership with Bridge Over Troubled Waters,” said Kara Tierney, MERGE SVP Group Client Service Leader. “As our partnership with Bridge Over Troubled Waters continues to grow, we’re excited to combine storytelling and technology to foster change and address preconceptions around youth homelessness.”
Bridge Over Troubled Waters provides effective and innovative services to runaway, homeless and high-risk youth, helps youth avoid a lifetime of dependency on social services, guides youth toward self-sufficiency and enables youth to transform their lives and build fulfilling meaningful futures.
“We are incredibly grateful for this special partnership with MERGE. From concept review to project implementation and completion, I have been continually impressed with their creativity and expertise — but also their passion. Every single member of their team threw themselves into this project, knowing that this campaign would benefit youth experiencing homelessness,” said Elisabeth Jackson, Chief Executive Officer of Bridge Over Troubled Waters. “I truly look forward to being a part of our next project together!”
Annually, Bridge serves 2,000 homeless, runaway and at-risk youth in Boston. Through awareness and education, community members are more empowered to help point at-risk youth toward resources at Bridge Over Troubled Waters.
MERGE promotes health, wealth and happiness in the world by merging storytelling with technology and offers marketing and technology clients full-service capabilities including strategy, creative communications, experience engineering, performance marketing, media and marketing operations platforms. MERGE has enduring client partnerships with American Express, T-Mobile, LG, Kate Spade NY, Coach, The North Face, Marco’s Pizza, Facebook, BlueCross BlueShield, Abbott, Supernus, Seqirus, GE Healthcare, Advocate Aurora Health, Brigham Health, Indiana University Health, Fidelity and Eaton Vance. With 700+ employees across offices in Atlanta, Boston, Chicago, Denver, Kansas City, Montreal, New York City and Los Angeles, MERGE uses a talent-to-task process that enables clients to think higher and feel deeper about their customers. For more information, visit mergeworld.com.