Milton Hershey School: Strengthening a Legacy of Opportunity Through Strategic Brand Awareness
Milton Hershey School PROJECT
About This Project
Summary
In 2025, MHS launched a strategic awareness campaign across PA and the Mid-Atlantic to elevate its brand and mission. Backed by research, the campaign highlighted MHS’s safe, supportive environment, innovative facilities, and mission of empowerment, running from January to April.
Goals & Objectives
The campaign aimed to introduce MHS to new audiences and strengthen its image, targeting families of children aged 4–15 and key influencers. A goal of 20M+ impressions was set to connect more children with MHS’s life-changing opportunities.
Results & Impact
The campaign earned 26M+ impressions, 249K clicks, 3.7M video views, and 4K social engagements. A special aired 388 times, adding 2.5M impressions. It boosted awareness of MHS as a place where students gain skills, confidence, and life-changing opportunities.
JOIN THE NEWSLETTER