Henry W. Grady Foundation

A three pronged approach to fundraising. Rarely ever does the client choose to execute all of the concepts proposed. Each of the concepts were aimed at a different audience. One approach utilized a self-mailer opening with a hand holding a coin and the words "If everyone pitched in a little." opening to read "A little would go a LONG way" with text overshadowing a mound of coins. Another approach utilized a photojournalistic approach with a story of triumph about a young boy stricken with a deadly disease who overcame all obstacles while in the care of physicians provided by the foundation. The final approach utilized a brochure approach with an emphasis on 'Where does my money go?" The brochure focuses on the works of physicians and researchers, connecting actions with outcomes. The campaign was a success with an increase in donations up 30% from the year prior.

Role

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Creative Director

Print Media

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Direct Mail Brochures

Technology Breakdown

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Photoshop, Illustrator and InDesign