JAIME GROTH SEARLE
CREATIVE DIRECTOR
I BUILT THIS NONPROFIT FROM THE GROUND UP, FIVE YEARS AGO.
AND NOW, THE ORGANIZATION HAS REAL POWER THAT HOLDS LEADERSHIP ACCOUNTABLE.
(WHICH IS GOOD.)
STYLE GUIDE
CAMPAIGN: PULASKI, SLOW TF DOWN!
South Pulaski Road is a threat to public safety, full stop, with high speed drivers racing in the evenings and blowing red lights on the regular.
So much so, that, when NASCAR came downtown, the southwest side collectively shrugged and said, "we got that already."
After the hit-and-run murder of my neighbor, Jiekun Xu, SWC began pushing HARD for IDOT to install safety measures. Our elected officials signed onto a letter and got the road...repainted. It's a start, but we ain't finished yet.
We organized weekly walks with CDOT, and pulled together a comprehensive resident survey to compile a report of recommendations, which we will provide in the fall of 2024.
This campaign galvanized residents to walk with us, fill out the survey and press their elected officials to DO SOMETHING.
Press coverage from Block Club, ABC-7 and CBS-2 helped us to keep up the momentum. As a result, we have strong relationships with reporters at these channels.
CAMPAIGN: DON'T THROW SHADE AT TREES
On the southwest side, people are hesitant about trees. They believe trees damage water pipes and create liability issues as homeowners.
When CDPH and Morton Arboretum asked for our help to increase the woefully low tree canopy in our area, we immediately responded with this campaign.
In 2023 alone, we were able to plant 700+ trees through a strategic social media campaign and community outreach plan, aimed at addressing the myths and empowering residents to properly care for a new tree.
This great work was covered locally by Chicago Tribune.
CAMPAIGN: ESSENTIAL AF
During the pandemic, we highlighted the essential workers in our neighborhoods, since it was basically ALL OF US.
Coupled with health equity efforts such as mask and hand sanitizer drops at Midway Airport, this campaign was highly interactive, with residents submitting neighbors and family for inclusion and social media shoutouts across our robust and hyperlocal networks.
WE INTERACT WITH A MULTILINGUAL, MULTICULTURAL GROUP
- AND WE ENGAGE WITH EVERYONE.
The Landscape:
Residents of the Southwest Side of Chicago are used to corrupt politicians and disinvestment at the city level. So it's harder than usual to engage, especially in the long term.
How We Made the Shift:
By joining neighborhood groups as our page and engaging on a very granular level, neighbor by neighbor, as well as backing it up with in-person events, we were able to build trust and establish our grassroots groups as a solid resource.
Our Media: EARNED AF
Our strategic use of neighborhood groups, as well as use of video and bilingual content, ensured that we resonated with our target audience—and we did not need to boost posts or push paid search to do so.
