Types of Caregivers

• Parents
  • Full-time caregivers
  • Biological parent
• Guardians
  • Full-time caregivers
  • Have legal custody
• The village
  • Part-time caregivers
  • Support system

Demographics

Families across South-central Kansas, with diverse income and cultural backgrounds.

Psychographics

Caregivers seeking support during times of loss, often feel,

• Overwhelmed
• Isolated
• Uncertain about available resources

Stigma & discomfort around discussing death

Many adults, especially parents, feel uneasy talking openly about death and grief. This discomfort often prevents them from seeking support services or having honest conversations with their children about loss.

Fear of judgment

Caregivers may hesitate to seek help out of concern that others will perceive them as failing if their child needs emotional support. This fear can prevent them from looking into available resources.

Limited awareness of Kidzcope’s services

A significant number of grieving families are unaware of Kidzcope’s existence or misunderstand its purpose. Some assume it provides clinical therapy rather than peer-based group support and creative expression programs.

Time and logistical constraints

Many families face challenges finding time for support groups due to work schedules, transportation needs, or other family responsibilities, making consistent attendance difficult.

Misconceptions about cost

People in need of services like those offered by Kidzcope may assume that it comes with a financial cost or is only available to certain families, discouraging them from reaching out.

Misunderstanding the scope of grief support

There is a common misconception that grief support programs are only for children who have experienced a death, rather than recognizing that grief can also stem from other forms of loss or change.

Gap 1

Perception

Families believe Kidzcope is not as valuable as individual therapy.

Reality

Kidzcope offers unique peer support and creative expression not found in therapy.

Strategy

Educate families on the benefits of peer-based grief support as a complement to therapy.

Gap 2

Perception

Families don’t see grief support as an urgent need.

Reality

Unresolved grief in childhood can lead to long-term emotional and behavioral consequences.

Strategy

Communicate the risks of unprocessed grief and the value of early support.

Increase Awareness

Increase reach by 100 potential clients. This is measured through contact with people attending event, from media coverage, social media engagement, website traffic, calls, emails, etc.

Increase Program Inquiries

Obtain minimum of 20 program inquires. An inquiry includes calls, on site conversations, emails, social media.

Secure Partnerships

Secure 2-3 partnerships. Begin to build community partnerships to help cover cost and help build awareness.

Gather Testimonials

Collect 5-10 quotes and testimonials. Gather from post event feedback and feedback during the event for future storytelling purposes.

Community Contact List

Collect 100 emails to create a contact list.
Use the emails gathered through outreach efforts.

Strengthen the positioning of Kidzcope to feel more:

• Genuine
• Positive
• Humanized

RECOMMENDATION 1 | Social Media Advertisement

The caregiver team recommends that Kidzcope pays for social media ads through Facebook, Instagram, and YouTube. The team has built social media posts, and recommends that the tone and messaging stay the same to stay consistent throughout the event. In the Event Plan, there are reminders to post weekly. Posting two times a week will help boost the awareness of the event.

RECOMMENDATION 2 | Out of Home Ads

Included here are billboard mock-ups to envision what these should look like. It’s recommended to put these at busy intersections in Wichita. These billboards can also translate to banners for mall at Towne East Square. These could be hung up above the kiosks, to attract people walking on the first and second floor. 

BILLBOARDS

Research shows that a billboard near Wichita State University could reach about 15,000 people. Kidzcope could also place billboards near Intrust Bank Arena or along I-35 or I-135 for strong visibility. (Source: BillboardsIn).

LARGE BANNER AT TOWNE EAST MALL

Towne East Mall has large ceiling banners, with four visible from the upper level. There is a banner placed directly in front of an elevator, with strong visibility. If interested, Kidzcope could contact Towne East Mall directly for details on pricing and availability.

RECOMMENDATION 3 | Print Advertisement

Promote the event through flyers and yard signs that use the same branding. Keeping everything consistent with social media posts, helps people recognize the event quickly. Use short, direct calls to action that guide people to more details throughout advertisement.

It’s recommended to print and share flyers with community partners, schools, coffee shops, clinics, churches and neighborhood centers. Posting them on community bulletin boards and high-traffic areas will help more families see the information. This approach expands Kidzcope’s reach and supports stronger awareness for the event.

RECOMMENDATION 4 | TV & Radio

It’s recommend that Kidzcope reaches out to these news outlets: KSN, KWCH, KAKE News, Power 93.5, and KMUW. As well as that Kidzcope sends out an email from the template provided. This would be a beneficial way to spread the news to all audiences targeted. By securing coverage throughout Wichita and the metro this should effectively bring awareness to the community. 

RECOMMENDATION 5 | Partnerships

The caregiver team provided Kidzcope a list of partners recommended to reach out to. These partners can advertise this event on their personal social media accounts. This would strengthen partnerships between Kidzcope through continuous communication. Setting the standard for partners as Kidzcope advocates will strengthen relationships as well.

RECOMMENDATION 1 | Community Outreach

It’ss recommended to host a community outreach event called Kidzcope Lantern Night. The event should take place in early fall to avoid harsh weather conditions. It’s designed to build community and raise awareness about Kidzcope’s services. The suggested location for the event is O.J. Watson Park in October 2026. It’s recommended that environmentally friendly water lanterns with LED lights be included. This event provides Kidzcope with an opportunity to showcase its services in real time and foster genuine connections within the community. Additional recommendations include having food trucks, partner booths, and yard games for participants to enjoy throughout the evening

RECOMMENDATION 2 | Partnerships

It’s recommended that Kidzcope connect with partners who can help expand its reach and strengthen awareness. Priority should be given to partners whose values align with Kidzcope, possess strong community credibility, and serve audiences connected to caregiving and family support. These partnerships should promote the event on their own platforms and remain engaged throughout planning and follow-up. Building these relationships now can support long-term collaborations, help Kidzcope maintain visibility within the community, and encourage consistent communication across future events and programs.

RECOMMENDATION 3 | Sponsorships

It’s recommended that Kidzcope utilize sponsorships to help cover event costs while also increasing the organization’s visibility and credibility. Sponsorships foster new relationships with trusted organizations, which can build awareness in a meaningful way. These conversations may begin with a smaller pledge and eventually develop into long-term partnerships. By securing sponsors who share Kidzcope’s values and mission, the organization can strengthen its network, build trust, and create partnerships that continue to support programming.

RECOMMENDATION 4 | Social Media

It’s recommended that Kidzcope post consistently on social media beginning seven weeks prior to the event, using visuals and tone aligned with the provided examples. Maintaining a positive, hopeful, and consistent tone will help reduce stigma and make Kidzcope appear more approachable to families who may be hesitant to seek grief support. Posting at least twice per week will keep the event top of mind and increase overall reach. Incorporating alumni testimonials can demonstrate the real impact of Kidzcope’s services and build trust through authentic storytelling. Additionally, it is suggested to consider boosting social media posts in Wichita and surrounding areas to expand visibility.

RECOMMENDATION 5 | Influencers

It’s recommended that Kidzcope build relationships with local influencers who have strong community trust and engagement, such as Wichita Life, Jack Stack, and Wichita by E.B. These influencers can significantly expand visibility and help the message reach new audiences. The focus should be on influencers who value authenticity and community-centered content to ensure the promotion feels genuine. Personalized email outreach is suggested to encourage them to advocate for the event. Partnering with influencers can strengthen the overall campaign by helping families discover Kidzcope through voices they already follow and trust.

RECOMMENDATION 6 | Data Collection

It’s recommended that Kidzcope use the event as an opportunity to gather information from the community. Direct interaction with families should be encouraged to collect feedback, testimonials, and insights that can inform future storytelling and program improvements. Emails should be gathered through RSVPs and day-of engagement to build a strong contact list for cohort reminders, upcoming events, and ongoing communication. All collected data should be analyzed to evaluate what worked best and guide planning for the following year. This approach will help Kidzcope build a more connected community and strengthen communication efforts.

This campaign centers on a lantern release event to bring families and communities in Wichita together in support, reflection, hope, and healing. The event is designed to raise awareness of Kidzcope’s mission, highlight the importance of children’s grief support, build stronger community connections, reach new audiences, and build trust through shared experiences.

Beyond the event itself, the campaign also encompasses efforts to further strengthen Kidzcope’s online presence by introducing an alumni testimonial series and maintaining a consistent, positive tone of voice throughout its messaging. Together, these efforts will help Kidzcope expand its reach, break stigma surrounding grief in children, and eventually encourage enrollment in Kidzcope’s program as a result.

Problem Statement

Kidzcope faces challenges in reaching families due to limited awareness, persistent stigma around grief, and misconceptions about its services.

Strategic Approach

Our strategy focuses on repositioning Kidzcope’s presence to feel more genuine, positive, and humanized, both online and in the community. Instead of pushing services conventionally through ads, our aim is to naturally attract families by fostering trust and emotional connection. Presenting Kidzcope as a space for children and caregivers to relax, rejuvenate, and heal by adapting a softer and more empathetic tone of voice in messaging. Organize a meaningful community outreach event, one that encourages authentic conversations and has the potential to grow into an annual tradition based on its success, to strengthen word-of-mouth engagement.