Eunie’s Buddies is the flagship program under Best Buddies Family Support, pairing experienced parents of children with intellectual and developmental disabilities (IDD) with new parents to provide mentorship, emotional support, and essential resources.

The goal of the campaign was to increase awareness for Eunie’s Buddies mentorship program. By showcasing real-life impact through personal stories, we aimed to drive participation from both potential mentors and mentees, while amplifying the importance of early support for families of children with IDD.

Rooted in the relatable slogan “We See You,” we developed a content strategy focused on authenticity and representation. We repurposed existing footage to highlight real stories from families in the program, while also launching a user-generated content campaign that invited everyday voices and influencers to share messages of support.

The campaign reached over 304,000 people organically with standout engagement rates. 32 UGC videos were submitted by supporters. Paid ads reached over 135,000 people and drove 19 total leads across mentor and mentee signups. By optimizing creative and targeting, we helped reduce cost per lead by 80% compared to previous efforts.