Parents and caregivers in Maine were struggling in silence—stigma, fear of judgment, and fear of losing their children kept families from using resources that already existed. In 2024, the Maine Department of Health and Human Services engaged Broadreach to lead Be There for ME, a statewide campaign to change that.
Grounded in focus group research with diverse Maine families, the campaign centered on BeThereforMe.org, a stigma-free resource hub organized around families’ needs and translated into eight languages. Broadreach deployed nearly $584,000 in paid media across eight channels, delivering 49.3 million impressions over 18 months, supported by community toolkits and selective earned media.
The results: 144,085 website users, a 97% engagement rate that far exceeded government benchmarks, and paid media performance well above industry standards. When funding ended, DHHS committed to maintaining the website permanently—proof the campaign built something families trust.