When we think about high-performing digital advertising, the usual suspects come to mind—Google, Instagram, YouTube. But at Fraser Communications, we’ve learned that some of the most powerful platforms aren’t necessarily the flashiest. Sometimes, they’re the ones that feel the most local, the most trusted. The most human.

And two platforms that have delivered quietly extraordinary results for us lately have been the “most human” ones on the market: Reddit and Nextdoor.

Both are rooted in community. Both prioritize authenticity. And both are proving to be unexpected game-changers in healthcare and behavior-change campaigns.

A Case Study in Connection: BrightLife Kids

Take our campaign for BrightLife Kids—a program offering free behavioral health support to California families with children ages 0–12. We launched a statewide campaign to help parents access these critical services. We have achieved 160,000 families registered in 17 months.

While we ran content across digital, social, out-of-home, OTCC, programmatic, and search we saw surprising success with Reddit and Nextdoor—platforms traditionally underutilized by healthcare-related campaigns.

On Reddit, we targeted community forums (known as subreddits) where local parents and caregivers were already engaging in honest conversations about mental health, parenting stress, and family dynamics. These users weren’t just scrolling—they were searching for real answers. Our creative—grounded in behavioral science and empathy—met them where they were and provided a gentle invitation to explore BrightLife Kids. The engagement was organic, respectful, and remarkably high.

With Nextdoor, we tapped into hyperlocal trust. Neighbors don’t just post about lost pets or street sweeping—they ask for recommendations for pediatricians, behavioral therapists, and emotional support resources. By positioning our creative within that trusted environment, we helped shift perception and drive action—without feeling like an ad at all.

Why These Platforms Work

Both Reddit and Nextdoor succeed for one key reason: community matters. People trust people. They trust what feels real. And when messaging is designed to support—not sell—it resonates.

In many of campaigns, In our campaigns we want to create authentic dialogue and engaging conversations. People often need to talk through a brand or behavior "choice". So that sense of authenticity is everything. It’s what cuts through the noise and what creates movement.

We know how to select the right approach and target by targeting by life stage, geography, and interest, but without the artificial polish that can make other social platforms feel disconnected from daily life. That’s especially important when you're delivering messages around mental health, parenting, or prevention. People don’t want a brand—they want a resource they can trust.

Smart Strategy, Real Impact

As always, strategy leads the way. These placements aren’t standalone silver bullets, they’re part of a broader, integrated media plan. But when paired with well-crafted creative, the return on empathy is hard to ignore.

We often say that Fraser Communications meets people where they are. Not just geographically, but emotionally and psychologically. Platforms like Reddit and Nextdoor let us do that in a very real way.

Ready to Reach People Where It Matters?

If your organization is trying to break through in a noisy space—whether it’s public health, education, or purpose-driven outreach—these platforms might be the secret weapon you didn’t know you needed.

At Fraser Communications, we’re always exploring the thoughtful, strategic ways to deliver messages that stick. Because when you want to move people, you have to start where trust already lives.

Let’s talk about how we can bring your next campaign into the community in a way that makes a real difference.