BrandSync
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Virginia Board for People with DisabilitiesVirginia Board for People with Disabilities

Background:

The Virginia Board for People with Disabilities thinks the State should offer community-based living to give people with developmental disabilities a choice other than living in an institution. Virginia is well behind other states in developing such options. The Board recommends Virginia focus its financial resources on developing and expanding community living opportunities and support services for people with developmental disabilities.

Goals:

Part I -- Assess the knowledge, attitudes and beliefs of Virginians toward people with developmental disabilities
Part II -- Launch a public awareness campaign about the allocation of government dollars for housing options, based on the geographical information gathered in Part I

Solution:

BrandSync surveyed Virginians located in six different geographical regions of the state. It designed questions and charted responses about: the definition of "developmental disability"; the need for people with developmental disabilities to have community-based living; and the need for government services to help this population. Based on its research findings, BrandSync then recommended a strategy for the publicity campaign and a creative approach to be used in the messaging.

Outcome:

A successful PR campaign is based on sound research. Because BrandSync was able to identify geographical differences of opinion, the statewide communication campaign will have a better chance of success, knowing which Virginians will respond to which messages.