mother with 5 kids

Overview

Providence House is the nation’s oldest crisis nursery and one of Cleveland’s most quietly heroic institutions. After more than 35 years of protecting children and supporting families during times of crisis, the organization had yet to fully tell its own story—or take credit for the lives it had changed. TWIST was engaged to help them do just that.

Goal

Increase brand awareness and donor engagement with a campaign that honors Providence House’s impact while addressing public unfamiliarity with its mission and legacy.

pink text on yellow
pink text on dark blue
yellow text on pink background

Solution

TWIST uncovered a universal insight from families, staff, volunteers, and supporters alike: everyone who engages with Providence House has a “Providence House Moment.” A moment of clarity, transformation, or healing that stays with them forever. TWIST built the campaign around that idea—turning personal stories into a public movement. After spending time with past and present families, TWIST captured their real voices and experiences, then developed campaign creative that elevated those stories across earned, owned, and donated media.

To maximize reach and community resonance, we engaged local celebrities and influencers—including Cleveland Browns legend Joe Thomas and his wife Annie, Andrea Vecchio, and Fresh Brewed Tees founder Tony Madalone—each sharing their own “Providence House Moment.” TWIST also activated partnerships with local businesses and media partners including Lamar Outdoor, Kalman & Pabst, The 9 Cleveland, Phoenix Coffee, and Cleveland Jewish News to amplify the campaign across channels.

Results

  • Over 25% increase in brand awareness across the Cleveland region
  • Significant increase in donations and event participation during campaign period
  • Expanded engagement from corporate partners, media outlets, and influencers
  • Strengthened emotional connection between Providence House and its supporters, donors, and alumni families
  • Created a narrative platform that continues to serve the brand’s communications strategy
downtown cleveland advertising
“TWIST fearlessly took on the painful and difficult subject of child abuse prevention and family crisis in the Providence House brand awareness campaign—shining a bright, bold, and brave light across our city about the love, devotion, and dedication of our children, families, and community champions.”
Natalie Leek CEO & Executive Director
four poster designs
98% of families reunited last year – ad design
invested – print campaign
holding someone who has no one – ad design
motivated – print ad
400 infants and children in crisis are cared for each year – ad design
protected – ad design
trusted by moms and dads – ad design
relieved – ad design
website design
ad design with coffee cup

Relevant Work

Arrange a no-cost consultation.

Schedule a free call with us. We'd love to learn more about your needs.

Let's Talk