Case Study
Number Story
Objective
Creating a discussion about navigating our ACE history
Project Type
Talent and Creative Community Engagement
Impact Area
Public Health
Client Type
Nonprofit
Client Need
The Number Story campaign, built on the ground breaking work of Dr. Nadine Burke Harris, the first Surgeon General of California, aims to raise awareness and provide resources around ACEs (Adverse Childhood Experiences) and toxic stress that change both how we function and how we feel. Prior to the launch of the Number Story initiative, Propper Daley was brought in to unify and amplify the campaign by leveraging culture change moments to break through the clutter of and get on the nation’s radar.
Our Approach
Propper Daley worked to develop and execute a series of partnerships and activations that built on the marketing, communications and creative plans already set in place by the Number Story team, specifically working to reach young audiences and audiences of color. Conducting an Influencer Outreach effort to 150 high-profile individuals, Propper Daley secured the participation of high profile influencers to amplify the official launch of the site numberstory.org, including Camilla Cabello, John Legend, Taraji P Henson and Tim Gunn who engaged in a variety of ways tailored to their platforms and audience.
Impact
Propper Daley’s secured influencers for the numberstory.org launch had a collective reach of 147,264,041. Propper Daley also curated, produced and directed an intimate conversation between Camila Cabello and Dr. Nadine Burke Harris about ACE’s, toxic stress, navigating adversity and giving ourselves grace. In 5 days, the video garnered 906,897 unique views on Camila’s IGTV. Propper Daley also helped to reach parents by engaging Maggie Baird (Billie Eilish’s mom) and Dr. Burke Harris in an IG Live to discuss ACEs, the impact a supportive caregiver can have on children, and coping strategies to mitigate the effects of toxic stress. As of early July, the video posted in posterity on Maggie’s feed has reached 22,510 views and 11,316 likes. Finally, Propper Daley worked with members from the iHeart Radio team to organize a roundtable discussion between Wilmer Valderama, LatinX Therapy’s Adriana Alejandre, and Dr. Burke Harris that is featured on Wilmer Valderama’s new podcast Essential Voices. The discussion, which focuses on ACEs during the pandemic and the importance of access to mental health care, can be found on episode 3, “Health Care for All”.