U.S. Department of Homeland Security
Services.
- Strategic communications
- Research
- Creative development
- Social media
- Video production
- Outreach
- Events
- Paid media
- Radio media tours
- Photography
- Web development
- Resource development
The story.
The threat of domestic terrorism related suspicious activity has changed in recent years. It has become crucial, now more than ever, to be prepared to recognize and report signs of suspicious activity. The U.S. Department of Homeland Security’s (DHS) “If You See Something, Say Something®” campaign works year-round to educate the public on how we all play a role in keeping our communities safe, and to empower them to take action. The campaign disseminates outreach materials, shares public service announcements, and builds partnerships to amplify this message.
Solution.
Since October 2020, DCG has developed and executed a national public awareness communication and marketing strategy to inform the public about “If You See Something, Say Something®” that utilizes multiple tactics to achieve the goals. DCG supports the implementation of several national and regional advertising campaigns with the goal of driving people to the “If You See Something, Say Something®” website so they can learn how to recognize and report suspicious activity – especially at events that have received Special Event Assessment Ratings (SEAR) of one or two from DHS. Each year, we have demonstrated DCG’s expertise in navigating intricate, and often sensitive, subject matter across a variety of communication channels. We have shown our communication strengths by educating the general public, helping to build strategic partnerships, and keeping the campaign’s mission front-of-mind to raise awareness across communities and increase suspicious activity reporting to local authorities.
Impact.
In fiscal year 2022, DCG:
- Delivered more than 170 million impressions across 12 paid media campaigns, which drove approximately 2.3 million clicks to the “If You See Something, Say Something®” website.
- Collected more than 724,000 engagements across organic and paid social media content.
- Supported the campaign’s partnership growth with the private and public sector by cobranding with 38 partners, resulting in more than 889 graphics.
- Supported coordination of the campaign’s attendance at 22 in-person and virtual events, reaching more than 2,700 attendees.
- Revised the campaign website following focused listening sessions which, in conjunction with successful digital tactics, resulted in the reporting webpage (with more than 1.1 million page views) consistently ranking in the top-five most visited pages across the DHS website.
- Supported the campaign’s annual awareness day (#SeeSayDay) by providing innovative and new ways to promote the campaign’s mission and goals.
