PAD World Cup Awareness Campaign:
Make PAD Part of the Game Plan

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.

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

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.