My campaign aims to:
·Generate brand identity, informing about the actions that Caritas has done during the last year and that usually go unnoticed (in this case the campaing is based in 2008 actions).
·Use a positive reinforcement to convince the contributors to renew or increase their contributions.
·Generate a sentiment of admiration and envy among the non contributors, to get them into the project.
·Raise the final value of Caritas product, adding a social value for the contributor.
·Set us apart from the competence, being the only ones who make a positive, optimistic and colorful communication that shows real results.
All the pieces play with the same concept: they show photos of a reality, talk about that reality in which achievements have been made, and then show an imagined world made out of child drawings in which you can see all that is yet to achieve -and that contributions will be needed for-.
The brochure is, maybe, my favourite piece of the campaign. First you can see the initial picture, but when you unfold it you discover the imagined world that is yet to transform. The back would have texts and photographies with detailed information.