Happy Child, Happy Sponsor

Challenge:
ChildFund engaged us for a paid media campaign that would boost their sponsorships. They hadn't quite cracked the code yet, and asked us to help.

Solution:
Every other organization like this focuses on creating guilt and sympathy for the child. To stand out from the crowd, we decided to flip that stereotypical strategy on it's head and show what the sponsor gets out of sponsoring a child: happiness, pride, a sense of fulfillment, and much more. 

We concepted, designed, and deployed a complete paid media campaign with both static and GIF ads, and we're currently analyzing, testing, and optimizing. I recommended the split screen between the child in need and their sponsor in an effort to show the emotional connection between the two.

My Inputs:
Strategy
User Research
Concepting
Copywriting

Art Direction
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