ERC Cum In Campaign

Project Goals: Empowerment Resource Center (ERC), a cornerstone community nonprofit in Downtown Atlanta, is dedicated to delivering essential health services to underserved populations. For this specific campaign, our primary goal was to encourage condom use and promote safe sex among the college-aged demographic in the greater Atlanta area. It was about making a real impact where it mattered most. Process & Solution: As an established partner, The Kool Source has collaborated with ERC on several successful campaigns over the years. This time, the brief was clear: connect with college students on the critical topic of sexual wellness. We knew these young adults are constantly bombarded with messages, so simply "getting noticed" wasn't enough. We needed to cut through the noise while still conveying the vital seriousness of safe sex. With our deep, existing knowledge of their target audience's behaviors and communication styles, we created messaging that was both inherently provocative and remarkably effective. It was a bold move, but one rooted in strategic insight. Results: The "Cum In" campaign for ERC, built on genuinely clever, highly relevant wordplay and smart, eye-catching design, was very successful. Our profound understanding of the target audience, combined with creative risk-taking and proven marketing principles, resulted in a substantial and measurable increase in calls directly to the clinic, alongside a significant boost in website visits to the associated landing page. The campaign truly connected and delivered tangible outcomes.