Wisconsin Department of Justice Office of School Safety (OSS)
Speak Up, Speak Out (SUSO)
Keeping our schools safe.
Protecting children is a top priority, and in 2020 the Wisconsin Department of Justice Office of School Safety (OSS) launched a confidential tip line to report school threats and safety concerns. CMRignite partnered with OSS to create call-to-action branding, messaging, and materials that would resonate with K-12 students, parents, guardians, and educators.
Focus groups with these audiences provided key insights, leading to the creation of “Speak Up, Speak Out” (SUSO). A multifaceted media campaign reinforced the importance of reporting safety threats and encouraged use of the tip line to ensure every voice could be heard. Media channels were carefully selected to maximize both impact and budget. Digital radio, social media banner ads, and video impressions consistently surpassed industry standards, increasing awareness of the campaign and making the tip line top-of-mind.
The campaign delivered clear, actionable messaging and broad reach across students, parents, and educators. Engagement across digital channels exceeded expectations, and the tip line became widely recognized and top-of-mind. The campaign established a strong, memorable identity that continues to promote safer schools throughout Wisconsin.
“CMR’s outstanding efforts assisted in the successful launch of Speak Up, Speak Out Wisconsin’s statewide threat reporting system. I am confident in the services of CMR and would recommend them.”
