Case Study
United Way / 211 New Brunswick
Volta Digital – Moncton digital marketing
Helping 211 New Brunswick Reach Thousands Through Bilingual Video, Public-Screen Distribution, and Digital Ads
Client: United Way / 211 New Brunswick
Industry: Nonprofit / Community Services
Location: New Brunswick
Services: Video production, bilingual content, campaign strategy, ad cutdowns, digital distribution assets, analytics reporting
Goal: Increase public awareness of 211 and help more New Brunswickers understand how to access community, social, health, and government-related support services.
Results
Daily Plays at all Service New Brunswick locations
Deliverables
Main Videos
We made a short promotional video about the 211 service in both English and French.
Short-Form & FAQ Videos
We took the 10 most asked questions that came from callers, community events, and general inquiries from their website and created videos that answer these questions in English and French.
The second phase focused on digital distribution.
We created multiple ad-friendly cutdowns from the campaign videos, using different hooks, messages, and calls to action.
These cutdowns were prepared for campaign use across their website, meta and google platforms, and social media placements.
The goal was to increase reach and make the message easier to test, distribute, and optimize.
The Challenge
211 is an important service, but many people still do not fully understand what it is, when to use it, or how it can help them.
United Way and its partners needed a clear way to explain 211 to people across New Brunswick in both English and French. The content also had to work across different environments: public waiting areas, websites, social media platforms, and paid advertising channels.
This was not just a “make a video” project. It required clear messaging, bilingual delivery, partner coordination, multiple versions, and a distribution strategy.
The Opportunity
The opportunity was to turn one public-awareness initiative into a complete communication system.
Instead of producing a single promotional video, the project could create multiple assets that would educate people in different settings:
- Public screens in Service New Brunswick locations
- Website FAQ sections
- Social media platforms
- Paid ad campaigns on Meta and Google
- Short-form campaign videos with different hooks and calls to action
The goal was to make 211 easier to understand and easier to access.
What We Did
Strategy
We worked through the communication challenge first.
The focus was on helping people quickly understand 211 as a free community helpline.
We also considered where the content would be seen. A video playing on a public screen needs to communicate differently from a social media ad. A website FAQ video needs a different structure from a short awareness ad.
That thinking shaped the project from the beginning.
Content
The first phase focused on bilingual video production and public education assets.
We supported idea generation, filming and editing for multiple platforms.
Campaign Setup
The second phase focused on digital distribution.
We created multiple ad-friendly cutdowns from the campaign videos, using different hooks, messages, and calls to action.
These cutdowns were prepared for campaign use across their website, meta and google platforms, and social media placements.
The goal was to increase reach and make the message easier to test, distribute, and optimize.
Client Feedback
Want to Build a Campaign Like This?
If your organization needs to explain an important service, reach the right audience, and turn one message into multiple campaign assets, Volta Digital can help you build the strategy, content, and distribution system around it.