Overview: Negative perceptions and safety stigma around downtown Chattanooga were creating real economic and community consequences — deterring residents, visitors, and businesses from engaging with the city's core corridor. The department needed a proactive, community-centered communications strategy that would shift the narrative without dismissing community concerns.

The Challenge: Combat the growing stigma surrounding downtown Chattanooga while empowering residents and visitors with practical safety information, and do it through a sustained digital campaign that maintains audience engagement over time rather than generating a single news cycle.

The Strategy: Conceptualized and created a four-month digital public safety campaign anchored in two goals: reframing the downtown narrative and equipping the community with real, actionable safety knowledge. Developed the full content strategy, editorial calendar, digital distribution plan, and messaging framework, producing content across formats and platforms to reach Chattanooga residents where they already were.

The Results:

• 10,000+ campaign views across digital platforms over the four-month campaign period

• Generated significant community attention and engagement around downtown public safety

• Positioned the department as a proactive, community-invested institution

• Created a replicable campaign model for future public safety communications initiatives