Caron Treatment Centers, a non-profit provider of drug and alcohol addiction treatment and recovery for adolescents, young adults, adults and their families was facing the problem of reaching the target audience of adolescents and teens. Affect started working with Caron on managing these expectations by focusing efforts on influencing support systems. Affect devised a strategy aimed at reaching the most influential force in adolescents’ lives; the parents. During the six-month campaign, Affect successfully positioned Caron spokespersons as expert resources on issues related to mental health and substance abuse among children within blogs, forums and online news outlets. Through this outreach, Affect secured 16 guest blog posts and provided over 50 comments on well known mom blogs and mainstream media sites, including EmpowHer, Momitforward, iVillage and the New York Times.