Tyler Clementi Foundation (Paid Media)

The Tyler Clementi Foundation was established in 2011 by the Clementi family to honor Tyler's memory and prevent bullying through inclusion, dignity, and acceptance. Following Tyler's 2010 death, which sparked national dialogue around bullying, LGBT inequality, school safety, and cyberbullying, the foundation has focused on protecting vulnerable youth, particularly LGBT communities who face three to seven times higher suicide risk than their peers.

‍

Through initiatives like #Day1, which provides free downloadable toolkits to help communities take action, the foundation empowers individuals to move from bystanders to Upstanders who champion diversity and inclusion. They partnered with us to fully leverage their Google Ad Grant and drive awareness of the #Day1 program, the Upstander Pledge, website engagement, and newsletter growth

‍

We restructured the account by prioritizing campaigns and grouping relevant keywords by theme for better organization and performance. We implemented and tested accurate conversion tracking to ensure campaigns optimized for high-value signals, while bringing the account into full compliance with Google Grant policies introduced in 2018.

‍

‍

Beyond program-specific campaigns for #Day1 and Upstander Pledge, we built evergreen campaigns around the foundation's relevant content and blogs to maintain a steady stream of daily visitors. This approach creates an ongoing nurturing funnel where top-of-funnel traffic gradually converts to newsletter subscriptions and eventually progresses to lower funnel actions like #Day1 toolkit downloads and Upstander Pledge commitments.