Primo Center is Chicago’s largest and highest performing provider of shelter and services for homeless children and their families. More than one-third of the overall homeless population are families—generally young single mothers and their children. Primo Center’s innovative approach to care is trauma-informed, client-centric and successful; 91% of families are placed into permanent housing with only a 5% rate of return to homelessness. The problem was that no one knew about the great work Primo Center was doing. In 2019, they came to PCI for support in building brand awareness, improving their online presence and establishing the CEO and organization as a thought leader on family homelessness and trauma-informed care. PCI developed an integrated communications program using both traditional media relations and digital strategies to help Primo Center stand out from other Chicago providers.