Find The Good
In a category that typically uses a calculated sadness to guilt people into supporting their cause, I wanted to focus on the good. The first thing we did was enlist the super positive creative forces of The Aquabats to write a musical mantra that we could use as our inspiration and standard for brand tone.
The “Find The Good” tune also made for some pretty great radio. From there everything we did from Back To School campaigns to Halloween social posts to how we designed gift cards and the annual report all came from a place that felt good because it was all about how to “Find The Good”.
As a result of this approach, we had a 8.66% increase in 2013 over 2012 (All Store Sales) and $3.9MM in total fundraising including planned giving in 2013.
Role: Creative Direction, Art Direction
Music by The Aquabats
Photography by Johnny Beutler
Halloween Illustrations by Travis Millard
Annual Report Illustrations by Column Five