PAD World Cup Awareness Campaign:
Make PAD Part of the Game Plan
CASE STUDY
As Atlanta prepared to host thousands of visitors during the 2026 FIFA World Cup, the Policing Alternatives & Diversion Initiative (PAD), in collaboration with The Carter Center, faced a unique communications challenge: how do you introduce an unfamiliar care-based response model to residents, businesses, and international visitors—during one of the city’s most high-profile moments?
Gordi Studios partnered with PAD to develop Make PAD Part of the Game Plan, a multi-channel awareness campaign designed to educate the public on when and how to call 311 for non-emergency community concerns. The campaign combined transit advertising, paid and organic social media, storytelling, business outreach, and digital engagement to build visibility and trust.
OVERVIEW
Atlanta Was Preparing To Host Thousands Of Visitors During The 2026 FIFA World Cup, Creating A Unique And High-Pressure Moment For Public Safety Communications. PAD Needed To Introduce Its Care-Based Response Model To Audiences Who Were Largely Unfamiliar With The Organization — Including Residents, Local Businesses, Hospitality Workers, And International Visitors.
The City’s Increased Foot Traffic Meant A Higher Likelihood Of People Encountering Individuals Experiencing Homelessness, Mental Health Crises, Or Substance Use Challenges. PAD Required A Campaign That Could:
Cut Through World Cup Noise And Compete For Attention
Educate The Public On When And How To Call 311 For Non-Emergency Support
Position PAD As A Trusted, Compassionate Alternative To Traditional Enforcement
Equip Businesses And Frontline Workers With Clear, Actionable Guidance
Reach Visitors Who Had No Context For Atlanta’s Public Safety Systems
The Challenge Was Not Just To Build Awareness — But To Do So Quickly, At Scale, And In A Way That Was Human, Approachable, And Culturally Relevant During One Of Atlanta’s Biggest Global Moments.
THE CHALLENGE
Build a Multi-Channel Communications Ecosystem
Gordi Studios designed an integrated strategy that met audiences wherever they were: on MARTA platforms, in local businesses, on social media, and across community networks.
Key components included:
Transit Advertising (OOH) across bus kings, bus queens, rail interiors, one-sheets, and digital platforms.
Paid Social Media with A/B-tested creative and targeted educational ads.
Organic Social Media featuring storytelling, educational carousels, and culturally relevant video.
Community & Business Outreach with physical materials and a digital toolkit.
Digital Landing Page hosting resources, storytelling, and the Game Changer Giveaway.
Earned Media supported through press materials and coordinated distribution.
Use the World Cup as a Cultural Bridge Sports language and visuals made PAD’s mission more approachable.
“The opportunity was not simply to make PAD ‘World Cup-themed,’ but to use the tournament as a familiar context for introducing a new idea.”Messaging emphasized teamwork, support, and care, connecting PAD’s work to a global moment already capturing public attention.
Humanize Care-Based Response
The Best Assist storytelling series highlighted PAD staff members, reinforcing expertise, compassion, and trust. These profiles became some of the strongest-performing organic content.
Prioritize Practical Education
Educational content, especially guidance on when to call 311, generated the highest engagement across social channels.
OUR APPROACH
High-Visibility Transit Impact
MARTA placements generated:
2,036,307 impressions
$9.51 cost per 1,000 impressions
Increased impression density around stadium areas by 63.7% within half a mile and 30.2% within one mile during match windows.
CAMPAIGN RESULTS
Social Media Performance
Paid Social
248,295 paid views
A/B testing revealed Ad B outperformed Ad A by 2x reach and 2.16x views
Educational ads generated 872 link clicks and 770 landing page views
Organic Social
19,122 organic views
Educational carousel reached 4,307 and generated 318 interactions, 74 shares, and 21 saves
The Pass the Ball video earned 15,000 views and 11 hours, 40 minutes of watch time
Follower Growth
176 new followers—6.1x Meta’s benchmark for similar accounts
Community Engagement
177 businesses requested materials
142 businesses displayed them (80% adoption)
7,472 physical materials distributed across Atlanta
339 giveaway entries
283 community response requests through 311 during the activation period
Pass the Ball Challenge
Inspired by the viral “Pass the Phone” social media trend, Gordi Studios developed the concept and script, adapting it into a soccer-themed “Pass the Ball” challenge that highlighted PAD staff and services while aligning with the World Cup.
Total Views: 15,000
Total Watch Time: 11 hours, 40 minutes
Video Plays: 9,633
3‑Second Video Plays: 4,143
ThruPlays: 1,129
Total Interactions: 765
Average Play Time: 14 seconds
New Followers: 50
Link Clicks: 476
Working with Santos and the Gordi Studios team was an exceptional experience from start to finish. Communication was always prompt, professional, and collaborative. Whether responding to feedback, making edits, or navigating unexpected challenges, the team remained flexible, solutions-oriented, and committed to delivering a high-quality final product.
LaShawn Douglas
Director of Marketing and Communications
★★★★★
Client Review
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