Re-Introducing Legal Aid

In 2003, legal aid organizations across the country faced funding cuts and the likelihood of continued loss of financial support unless they could heighten awareness among their key target audiences: lawyers, legislators and the country’s power elite.

As part of a three-state pilot program launched by the National Legal Aid and Defender Association and Legal Services Corporation, Valerie Denney Communications worked with Iowa Legal Aid to develop a statewide communications plan to increase awareness of the need and value of legal aid.

The plan included both short- and long-term strategies and became a blueprint for action. But the process, led by VDC, which brought together diverse partners to meet and discuss long range planning, was, ultimately, as valuable as the plan itself.