Company: The Holliday Collaborative Agency: Indianapolis, IN
Company Description: The Holliday Collaborative Agency, founded in 2021 in Indianapolis, is an award-winning public relations and marketing firm dedicated to helping businesses grow through public relations and communications. Recognized with local, state, and national honors, the agency delivers impactful campaigns that drive engagement, enhance brand reputation, and support client success across diverse industries.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Government / Institutional / Recruitment
 Nomination Title: Clinician-Led Community Response Team Integrated Marketing Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The Clinician-Led Community Response Team Integrated Marketing Campaign launched December 4, 2023.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 134 words used.
In April 2022, Indianapolis faced a tragic reckoning in mental health crisis response when Herman Whitfield III, a young Black man experiencing a mental health episode, died after being tased by police. His death sparked urgent calls for reform, revealing that over 80% of Indianapolis Metropolitan Police Department (IMPD) radio runs involved non-criminal matters like mental health crises, homelessness, and substance use, issues beyond traditional law enforcement’s scope.
In response, Mayor Joe Hogsett’s administration allocated $2 million in American Rescue Plan Act (ARPA) funds to establish a non-police alternative: the Clinician-Led Community Response (CLCR) Team through the Office of Public Health and Safety. Launched in July 2023 with a press conference for public awareness, CLCR provided crisis intervention without law enforcement involvement. However, early data showed limited awareness, with only 18-25 calls per month.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 235 words used.
To bridge the gap in public awareness of the Clinician-Led Community Response (CLCR) Team, The Holliday Collaborative Agency (THCA) developed a comprehensive marketing campaign aimed at increasing engagement and driving service calls. With a $45,600 budget, the agency implemented a multi-channel strategy leveraging billboards, radio, video storytelling, and digital outreach to educate Indianapolis residents. Given community concerns about law enforcement’s role in crisis response, messaging intentionally guided individuals to an online resource rather than 911.
The campaign’s planning process included goal-setting meetings with the CLCR team and the City of Indianapolis, followed by media coordination to ensure broad visibility. To maximize reach, THCA partnered with key advertising agencies:
- Adsposure produced bus tail ads that ran for six weeks (Jan. 8 – Feb. 18, 2024).
- Reagan Outdoor Advertising placed 11 billboards around downtown Indianapolis (CLCR's initial service area) for an 11-week run (Dec. – Feb.), with an extra month at no cost.
- Radio One aired 30-second radio ads across three stations and four streaming platforms (Jan. 8 – Feb. 25, 2024).
- A PSA video launched on the City of Indianapolis’ Facebook and Instagram (Jan. 30 – Feb. 29, 2024).
- Earned media coverage further amplified awareness of CLCR’s mission.
Despite approval delays, THCA remained agile, ensuring an impactful rollout (Dec. 2023 – Feb. 2024). This strategic campaign successfully heightened CLCR’s visibility, reinforcing Indianapolis’ commitment to compassionate crisis intervention and making life-saving mental health support more accessible.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 212 words used.
The Clinician-Led Community Response (CLCR) Awareness Campaign successfully elevated public awareness and drove a significant increase in service requests. Through a strategic, multi-channel marketing effort, the campaign generated over 8.2 million impressions, reinforcing the vital role of clinician-led crisis intervention in Indianapolis.
One of the campaign’s most measurable successes was the dramatic rise in calls for CLCR services. During the campaign period (December 2023 – February 2024), call volume surged by 105% compared to the months prior (July – November 2023). This momentum continued post-campaign, with calls increasing nearly 92% in the following months (March – June 2024), underscoring its sustained impact.
- Before the campaign, CLCR averaged 20 calls per month (July – November 2023).
- During the campaign, the monthly average call volume more than doubled to 42 calls per month (December 2023 – February 2024).
- After the campaign, demand continued to rise, reaching an average of over 80 calls per month (March – June 2024)—a fourfold increase from the program’s launch.
This sustained growth in service requests has driven an expansion of CLCR’s capacity, ensuring more individuals in crisis receive timely, clinician-led support. The campaign’s success validated the need for continued public education and outreach, solidifying CLCR as an essential resource in Indianapolis’ evolving approach to mental health crisis response.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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