National PTA

The National PTA has been the country's largest child advocacy association for over 125 years. When engagement across its national campaigns started to plateau, Half Dreaming partnered with the National PTA to rebuild how it tells stories by trading static, overly frequent content for storytelling-driven campaigns and influencer partnerships that inspire real action and connection with families.

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For National Reading Month, we transformed underperforming resources into bite-sized content, weekly virtual storytimes with best-selling and local authors, and Instagram Live Q&As with authors and illustrators, driving a +1,800% increase in Facebook engagement and a +770% increase on Instagram.

For Mental Health Awareness Month, we replaced static resources with live meditation sessions, family challenges, and weekly mental health tips, growing cross-platform engagement by +160% year-over-year. The result: tens of thousands of local PTA chapters nationwide connecting with schools and families in a way that actually resonated.