TwoOfUs.org, a project of the National Healthy Marriage Resource Center and managed by Public Strategies, is a comprehensive media campaign to initiate a national conversation among young adults (ages 18-30) about marriage and healthy relationships. Campaign components overseen by Public Strategies include:

  • Research to identify messaging and media considerations
  • A website containing hundreds of original resources (articles, polls, etc.) dedicated to healthy relationships and tailored to different relationship stages
  • Media campaign materials (PSAs, social media, print and billboard ads, e-blasts, videos, etc.)
  • An interactive online assessment to identify distinct “marriage mindsets” and how to communicate effectively to each of these audiences

Challenge
Surveys reveal that the majority of Americans value—and desire to achieve—a successful marriage; however, many are not confident that they possess the tools to attain
this goal. To help remedy this, the U.S. Department of Health and Human Services, Administration for Children and Families (ACF), through the National Healthy Marriage
Resource Center (NHMRC) cooperative agreement with Public Strategies set out to develop the first publicly funded national media campaign devoted to healthy marriage.

Solutions
Public Strategies contracted with TRU/The Futures Company, the nation’s foremost researcher on Millennials to conduct focus groups in four representative census markets
(Boston, Chicago, Los Angeles, and Nashville). An online questionnaire was developed for 3,602 participants. From this research, Public Strategies was able to identify five
target audience segments with similar perspectives about marriage/relationships. Public Strategies then integrated the expertise of its staff and numerous partners including
the The Lewin Group, ICF International, BarkleyREI, and the National Resource Center on Domestic Violence, to deliver the following high caliber resources:

  • TwoOfUs.org website (articles, expert Q&A and videos)
  • Social media
  • Print ads, Billboard and transit ads
  • Web banner ads
  • Video PSAs
  • My Heart Chart interactive assessment

Outcomes
Through this campaign, Public Strategies and the National Healthy Marriage Resource Center achieved:

  • Approximately 55,000 website visits per month to TwoOfUs.org
  • More than 18K+ Facebook likes
  • Articles picked up by newspapers across the country
  • Research-informed guidance for millions of American about how to build healthy and enduring relationships and marriage

Discover how Public Strategies can boost the impact of your advertising and online campaigns.