ED KISHINEVSKY

SituationSouthern Exposure is a US-based volunteer-led, community development initiative which builds homes for families in need in Juarez, Mexico. Program volunteers have built nearly 300 homes since 2000, but have had their momentum severely crippled since 2008 by the extreme narco-violence plaguing the region. Southern’s goal is to reignite the program.

Research & Strategy

Case Study: Juarez Home Build, Southern Exposure

“Social  media  is  helping  us  rekindle  this  passionate  mission  that  was  severely  affected  by  the  extreme  violence  plaguing  Juarez  in  recent  years.  We’re  very  excited  to  be  able  to  con@nue  to  help  the  community  grow,  now  that  some  order  is  being  re-­‐established.”  

-- Matthew Lanning, Southern Chairman

Strategic ChallengeAside the perception of danger, the two-fold challenge was 1) reengaging the mainly Boomer volunteer corps and 2) developing a new corps of volunteers to enliven the energy around the initiative.

Volunteers are the program lifeblood – providing funding, labor and most importantly word of mouth marketing – that at the program onset was so critical to the effort’s success.

OpportunityWith violence finally beginning to curb, Southern conducted its first volunteer build in two years this past Spring. This group included several new (and younger) members, who, following the build, set up an online fundraiser, though Crowdrise and accompanied by an integrated social media campaign.

The initiative generated the revenue for an additional home, and just as importantly built awareness among the younger Gens Y and X demographics. A spring 2013 build is already planned.

ImpactThe cost of one family home is USD $5,150. The security the home provides a family translates roughly into a 3:1 initial ‘ROI’ impact in the form of improved jobs, better education, a more skilled workforce and a growing community.

It’s a true community building initiative.