Brain Injury Association of Virginia
For thousands of Virginians living with brain injury, getting help often starts with recognizing something isn’t right.
The Brain Injury Association of Virginia offers free support and guidance to people with brain injuries and their families. But with an estimated 340,000 Virginians affected and only a fraction connected to services, the challenge was reaching people who don’t realize their symptoms are tied to a brain injury.
Red Orange Studio built a statewide digital campaign spanning research, strategy, advertising, video, social media, and landing pages, creating a clear path from “Something’s not right” to “There’s someone who can help.”
Turning an Uncertain Feeling into a Clear Campaign Strategy
Brain injury can be hard to recognize. Changes in memory, mood or behavior often appear long after a fall, accident or sports injury, and can be mistaken for stress or aging.
Our research revealed another key insight: the person seeking help is often not the person injured, but a caregiver watching someone they love struggle.
So instead of starting with a diagnosis, we started with a feeling: Something’s not right. That language positioned the Association as a compassionate first step for individuals, caregivers, veterans, and athletes.
Creating a Digital Campaign that Meets People Where They Are
Red Orange turned the strategy into an integrated digital experience built to move people from awareness to action. Video and still ads showed survivors and caregivers recognizing that something was wrong, then reaching out for support. The ad creative evolved by season and sport, and later expanded to reach healthcare providers who may spot symptoms first. The campaign ran across Meta, Google Search, and a dedicated landing page with clear calls to action. We helped the client secure a Google Ad Grant, stretching the nonprofit’s budget further.
Results 6 Months Post-Launch
New website visitors grew
196%
Outside referrals increased
274%
From Awareness to Action: A Campaign Delivering Measurable Impact
The results came quickly. Within six months, Brain Injury Association of Virginia surpassed its full prior year of information and referral cases. New website visitors grew 196%, and the landing page became the site’s second most viewed page.
- 120% increase in email submissions
- 138% increase in web form submissions
- 274% increase in outside referrals
- 101 form submissions directly from the landing page
For the Association, digital marketing became another point of access to care: if something doesn’t feel right, you don’t have to figure it out alone.
