During the beginning of the month, we were to select a project non-profit organization. I selected BELL (Building Educated Leaders for Life) because I believe in the mission and vision. After researching the organization and its target audience, we were to create mock target audience profiles. These profiles would assist in creating a campaign tailored (communicated specifically) to that particular audience. I created two distinct profiles, decided to select one to focus on for the campaign, which was Maria. The purpose was to develop messages that would engage her or others similar to her.
In exploration of headlines and taglines, I discovered that BELL did not have a tagline, but rather uses the meaning of its acronym. However, these taglines below were created to convey the essence of BELL. They were selected because they best reflect the organization's mission and vision.
Nearly completing the course, we had to utilize all we learned to create testimonial ads. First, sketches were comped ultimately until rendering a fully designed ad. The images below reflect three distinct voices, but targeted toward Maria.
BELL has a board member from Ernst and Young. The logos are on opposite ends of the bridge symbolizing both are needed to get across the ocean of leadership development for youth. It fills a gap as both of their taglines feature building, which is the key identifier for the connection of the entities. The copy plays on a cliché or rather a well-known phrase, but enhances it by utilization of a bridge for youth development in conjunction with a village for proper child rearing. “Cultivate the young” plays on words like building, developing, etc. and a method for tying Ernst & Young back in as a sphere of influence for sponsorship in educating youth.
BELL was established through a need for urban communities primarily with minorities. Martin Luther King Jr. is an icon that most are familiar with and a pillar for the progression of not only African-American rights, but also all minorities entirely. The quote makes a poignant statement regardless of his notoriety. The copy is based off that quote and uses elements from his famous I Have A Dream Speech, which speaks prominently on its own. It was written in a manner that reflects education by simulating addition. Education and integrity were core values of Martin’s, which correspond with BELL’s core values.
Irony in the voice of a teacher works for this copy because it indirectly, metaphorically, and analogously references the weight of nurturing a child and how all-surrounding elements (every external influence has a role) have a direct impact on his or her growth and development. It also highlights how nurturing a child would cause him or her to give back to the community.
