Strategic Campaign

Be a Hicksville Superhero

2021 New York School Public Relations Association, Award of Excellence, Strategic Campaign

Research

In the summer of 2020, Hicksville Public Schools hosted over 20 virtual parent forums to address widespread concern and uncertainty about the upcoming school year amid the COVID-19 pandemic. These sessions provided valuable insights, with questions and feedback from families highlighting a need for clarity, reassurance, and trust in returning to in-person learning.

Planning

Using the feedback gathered, a communication strategy was developed to reduce anxiety and promote safe behaviors in a positive, student-friendly way. The campaign needed to be visual, consistent, and emotionally supportive, with a unified message that could reach all ages. The theme “Be a Hicksville Superhero” was created to empower students and families to take safety precautions seriously while feeling confident and proud to return.

Implementation

The “Be a Hicksville Superhero” campaign launched across multiple platforms in the two weeks leading up to the first day of school. Components included:

Posters displayed in all 9 school buildings
Website banners reinforcing key safety messages
A daily social media and email campaign (8/31–9/11/2020)
Custom superhero characters used in infographics and collateral materials

The campaign emphasized masking, distancing, hygiene, and personal responsibility in a kid-friendly, hopeful way.

Evaluation

The campaign was widely embraced across the district. School principals incorporated the superhero theme into first-day-of-school activities, reinforcing the messaging. Community engagement increased, with a noticeable rise in social media followers during the campaign period. Additional poster production was requested by several buildings an indicator of both demand and impact. The initiative successfully helped ease reopening anxiety and created a unified, empowering message for students and families.