All in Michigan: Creative campaigning to build statewide support for afterschool
The Challenge
Afterschool programs are an essential part of our education system. They help young people do better in school, build skills and discover pathways to future careers. Like other states, Michigan has never had enough afterschool programs to meet the demand among families. Today, 5 in 6 Michigan youth are missing out because programs are unavailable, too expensive or not accessible.
But Michigan is emerging as a national leader in support for afterschool. It’s one of 27 states that fund afterschool programs, and Michigan has steadily increased its investment over five consecutive years. The Michigan Afterschool Partnership is helping to drive that progress and build a sustainable statewide system that makes afterschool available to every family that wants to participate.
Our Approach
Burness collaborated with the Michigan Afterschool Partnership to create and launch All in Michigan: Afterschool for Every Child — a statewide campaign designed to raise awareness about the power of afterschool and position afterschool as a critical strategy for addressing state priorities.
Working alongside partners, our team developed an integrated communications strategy to reach families, youth, program providers and champions across the state. We developed research-driven messaging, designed compelling visuals, led digital marketing campaigns and engaged partners in storytelling and promotion efforts. By serving as a flexible strategic thought partner, we helped the Michigan Afterschool Partnership navigate challenges, seize opportunities and refine the campaign to maximize impact.
Results and Impact
All in Michigan has generated broad statewide visibility by reaching new audiences and mobilizing a strong network of partners. We introduced the campaign with a website, anthem video and series of community events.
In its first full year, the campaign earned 10.1 million impressions across social media and display ads, more than 589,000 video views and nearly 5 million roadside billboard impressions in key markets. Nearly 1,200 youth, families, providers and community champions have engaged with the campaign through storytelling efforts, student journalism partnerships, celebrity endorsements (including the Detroit Pistons), community events and an op-ed coauthored by leaders of foundations supporting the campaign.
By connecting afterschool to issues that matter most to families and leaders, the campaign is helping to build public will and support for a universal afterschool system in Michigan.
