The Resilient Wisconsin initiative launched with emotionally resonant storytelling, bold visuals, and statewide distribution of practical tools and training. Over 3.7 million Wisconsinites saw the campaign in market, leading to a staggering increase in web traffic by 52 times compared to the months preceding our rollout. Audiences were eager for resources, with a bounce rate over 10% lower than industry benchmarks and an average web page session duration of 1 minute and 18 seconds. The initiative earned DHS two prestigious Blue Pencil & Gold Screen award – and was so successful that we expanded our collateral to new audiences and messages.