The Indiana Department of Education (IDOE) was awarded the federally funded Project AWARE grant to provide local educational agencies and community partners with resources to reduce the stigma of mental health issues and increase mental health education among Indiana youth. IDOE partnered with PLAID to develop Change the Frequency—a multi-channel campaign that includes educator toolkits, digital resources, and videos. The campaign’s success won PLAID a partnership with the Division of Mental Health and Addiction (DMHA) to extend the campaign to reach thousands of families and help them overcome the challenges during the COVID-19 pandemic. The campaign has again been extended through 2023.

EmployIndy was preparing to launch a local workforce initiative—designed to incentivize local businesses to provide employees with higher wages and benefits, and that appealed across stakeholder groups, including businesses, members of the workforce, and consumers. PLAID developed a comprehensive stakeholder insights strategy using in-depth surveys and focus groups to both understand workforce and employer views and identify systematic barriers, motivators, perceptional bias, and test messaging nomenclature.

From the comprehensive research, PLAID developed and crafted a full-scale messaging matrix, FAQs, and supporting implementation plan, and full media rollout. Within the first nine months post-launch, 63 employers signed on to the Good Wages Initiative.

PLAID helped establish Hotel Indy as a must-visit destination, generating buzz and excitement among visitors and locals alike, prior to its grand opening in October 2021. PLAID coordinated invitations of distinguished guests and speakers, and provided on-site support for the grand opening event, including delivering on-camera interviews. Through continued strategic public relations efforts and targeted story pitches, Hotel Indy garnered local, regional, and national media attention—quickly becoming a go-to destination in downtown Indianapolis. PLAID also served as agency of record, generating perpetual growth for the hotel and its food and beverage establishments, The Hulman and The Cannon Ball Lounge.