INDIANAPOLIS (AP) — Indianapolis-based Kiwanis International has launched an ad campaign aimed at telling the public about its mission: helping children.

The Indianapolis Business Journal reports that the campaign was prompted by a recent study that found that fewer than one in 12 people understand what the organization does. It’s the first major ad campaign for Kiwanis.

The organization is involved with many projects aimed at helping children including building playgrounds, sponsoring literacy programs and supporting youth leadership programs.

Over the last year, it spent over $350,000 to overhaul its website, create ads showcasing its mission and place those ads for five weeks in Orlando, Florida and Cincinnati.

Kiwanis Chief Communications Officer Amy Wiser says the organization saw a 700 percent traffic increase on its website just two weeks into the campaign.