Integrated Campaign

Challenge:

To create a campaign concept and creative assets for Habitat KC's Annual End-of-Year Campaign. This pro-bono campaign is the most successful marketing effort for Habitat KC each year and is what they rely on heavily to bring in annual revenue for their organization. The ask included focusing the campaign concept around the generational impact Habitat KC’s work has on local families.

Solution:

Putting the multi-generational impact front and center, the concept, “A Place to Call Home”, featured some of the 50 children whose families were on a waiting list for a Kansas City home. With the use of bright colors, hand-drawn design elements and quotes from the children about what a home would mean to them, the direct mailer, video, emails and social posts evoked the sense of hope and normalcy that a home could provide for the children and their families.

Summary:

Encouraging new, current and lapsed donors, “A Place to Call Home” took an emotional approach in showing how their dollars would directly impact local children and their families. The campaign garnered a 47% increase in donations from the previous year and an 8% increase in donors—making a huge difference for families throughout the Kansas City area.