Social Awareness Campaign Reaches 1 Million


To create widespread community awareness of the problem of child abuse and the mission of ChildSafe San Antonio in offering services to victims of abuse during a one-day “takeover” of more than 5,000 Cardboard Kids throughout the city, each of which represented a child abuse case.


Step In Communication developed a 60 day social strategy for ChildSafe San Antonio to mesh with its well-developed traditional media strategy and assisted with implementation and after-action.


Strategy Development: A multi-channel strategy was developed by Step In Communication which included content development, implementation and monitoring.

Influencer Outreach: Cultivated an influencer outreach approach targeting local bloggers who were passionate about the cause and motivated others to participate. Included content development and shared resources.

Measurement and Tools: Researched and selected appropriate tools for monitoring, measurement and project outreach.


  • 1.34 million impressions were created on Twitterthe week of the campaign
  • Facebook reach increased by 40% during the campaign week, acquiring 30% more fans
  • 100 photos per hour were uploaded to Instagram using the hashtag
  • Walk-in cases to ChildSafe offices were 8 times higher than the same month of the previous year

Want to know more about Cardboard Kids? Dig in deeper here:

Mobilizing My Community

Cardboard Kids Reach Those Who Need It Most