- OVERVIEW–Client Description:
RIF (Reading Is Fundamental), the nation’s largest child literacy organization, has been fighting for educational opportunity. They empower children to take the future into their own hands through book distribution and community reading programs. RIF provides 4 million children with 15 million new, free books each year.
RIF has not done a major brand campaign since the 80’s. Few people are aware that they are still working hard to achieve their vision of creating a literate America where all children have access to books and discover the joy of reading. RIF needs to make a comeback in a major way. To rally others in support of their mission, RIF must first become more culturally relevant and engaged.
Approach and Solution:
We at Mother New York partnered with RIF to make change by developing a brand identity and accompanying campaign that permeates pop culture and bring this brand back into the spotlight. We want this identity and campaign to create a huge stimulus in awareness for the cause and organization, as well as help raise the necessary funds for RIF so they can continue their noble mission of giving the gift of reading.–Agency: Mother NYCreative Director: Michael Ian KayeDesign Director: Christian CervantesDesigners: Wei Lieh Lee, Chris Rogers, Matt WengerStrategy: Marissa Schrum, Phil GrahamMothers: Krystal Loyland, Akiko Kurematsu, Becky LauArt Buyers: Hannah Glazebrook, Shalini CarboneIllustrators: Mark Giglio, Elena Xausa, Todd St. John,Steve Harrington, Dan Stiles, Wei Lieh Lee