- June 29, 2021
-- It has long been believed that word of mouth is the best form of marketing. With that principle in mind, Rainbow Village seeks to grow awareness about homelessness and its effects on local families throughout the month of July. While that has been a major part of its mission over the last 30 years – along with transitional housing and impactful programming for families experiencing homelessness – the Duluth-based nonprofit is actively seeking the help of its fanbase and members of the Metro Atlanta community to spread the word. Often associated with the place where good fortune is found, this campaign has been deemed the #AtTheEndoftheRainbow Challenge. The nonprofit asks its growing community of donors, volunteers and social media volunteers to share their knowledge about Rainbow Village, the families it serves and homelessness in general with at least ten of their friends, co-workers, neighbors and family members.
"Before we rebranded it as #AtTheEndofTheRainbow Challenge, the original Rainbow Village Challenge began several years ago through the vision of one of our wonderful community partners, Bob Patrick of Fit Body Boot Camp – Duluth," said Melanie Conner, CEO of Rainbow Village. "He would host an annual Spring Fling on the Duluth Town Green that included free workouts, games, raffles and more – all to raise funds and awareness about Rainbow Village and our mission to end homelessness – one family at a time. When COVID hit, we had to pivot and took the Challenge virtual as we encouraged our supporters to host workouts and walks of their own. This year, we're pivoting again to go right to the heart of the original vision – to raise awareness about Rainbow Village and the families we serve. Our 30th
anniversary feels like the right time to do this. If we can encourage everyone to share our mission with 10 other people, we will grow our 'Village' tenfold. The more people who know about Rainbow Village and the issue of homelessness right here in the Metro Atlanta community, the more families we can help find the way to their own end of the rainbow."
At the core of the challenge is a social media campaign to highlight the nonprofit's four pillars - Help, Hope, Housing and Healing - over the course of four weeks, beginning July 5. In addition to traditional word of mouth, the nonprofit is asking its supporters to like, comment and/or share its posts during the month of July using the hashtag: #AtTheEndofTheRainbow on Facebook, Instagram, Twitter, and LinkedIn. To donate or volunteer, visit www.RainbowVillage.org