Celebrating empowerment

The Challenge

The National Spine Health Foundation (NSHF) is a nonprofit dedicated to helping patients overcome debilitating spinal conditions and take back their lives.

The Foundation’s Objective

NSHF initially came to us with a simple objective – make a huge splash with a video-centric campaign, celebrating their 20 years of empowering people with knowledge and hope. Their initial ideas included simple interviews, a few pull quotes from articles, and some testimonials all with the hope of gathering fundraising support, building excitement around their impressive work, and engaging philanthropic funders.

Pinkston’s Approach

During our initial brainstorming session, we came back to them with a different idea, one that we knew was aimed at the heart of their vision. For an organization that was changing the world like they were, it felt only appropriate to go big. In pitching our idea, the NSHF team was ecstatic, telling us that “this was exactly what we were hoping for, we just didn’t know how to describe it!”. Our vision was to tell a story, following their narrative of continuing to provide hope, past, present, and future.

Results

The NSHF was overjoyed with the result. They even hosted a “viewing” party with their staff members with movie-style concessions to celebrate their new campaign. This continues to be a client, and agency, favorite. Through a joint effort with our research and digital marketing team at Pinkston, we suggested a social media and release guide which included foundational digital marketing strategies, timelines, keywords, and suggestions for continued use.