Crisis Case Study: Using Current Events To Lead a Narrative

Like many parents, my heart broke watching the news about the terrible flooding at a Texas summer camp. It’s the kind of news that makes you want to hug your own kids a little tighter. In these moments, it’s hard to know what to do. But I saw something that really stood out: the response from the American Camp Association (ACA).

Full disclosure, the ACA isn’t a client of ours at Small Adventures Communications, but I have to give their team credit. They showed exactly how an organization can connect its mission to a crisis in a way that genuinely helps people. It’s a perfect example of what we mean when we talk about creating stories that matter.

Instead of just offering thoughts and prayers, the ACA took action. They immediately put up a webpage telling people exactly how they could help the families and camps in Texas. It wasn't complicated—just a straightforward list of places to donate and find support. By doing this, they became a reliable source of information when people needed it most. It showed they were truly committed to their mission of supporting camps, not just when things are good, but when they’re tough, too.

What I really loved, as a mom, was how they used this difficult moment to share important information, as showcased in this NPR placement. The tragedy naturally made parents everywhere worry about their own kids' camps. The ACA stepped up and helped answer those tough questions. They pointed out key things parents should look for, which are great reminders for all of us who send our kids to camp.

The expert advice highlighted a few specific red flags to watch for, or rather, green flags to look for, when choosing a camp:

• Is the camp ACA-accredited? This turned out to be a big deal in the news coverage. ACA accreditation is voluntary, but it means a camp has promised to meet up to 300 health and safety standards. Most importantly, this includes having a written emergency plan for events like fires, medical crises, or severe weather.

• What’s the emergency plan? The ACA encouraged parents to ask camp directors specific questions: How do you get weather alerts? Where do you go if you have to evacuate? How will you contact us in an emergency? These are simple questions that can make all the difference.

• How are the staff trained? A camp is only as safe as its counselors and leaders. It’s always a good idea to ask about staff-to-camper ratios and what kind of training the staff receives before campers arrive.

  
  

The ACA’s team didn't need to run a big, flashy campaign to get this information out. They simply made themselves available to the media as experts who could provide context to a difficult story. They helped reporters and the public understand what makes a camp safe. By doing this, they turned a heartbreaking story into a chance for parents to feel more prepared and informed. It also had the natural effect of showing the value of their own accreditation work without being pushy.

This is how you build trust. It’s not about "spinning" a story. It's about connecting what you do every day to what people are talking about and worried about right now. The ACA showed that by focusing on their core mission—keeping kids safe and happy at camp—they could offer real, practical help when people needed it most. It’s a great lesson that the best communication is genuine and helpful. So, a big round of applause for the team at the American Camp Association. They’ve given us all a great example to follow.