The purpose of this campaign is to inform local people about the services AIM has to offer, and what volunteers can do to help. Since the goal is awareness, receiving support, and receiving donations, this campaign already sets itself far apart from the ad standard of “Buy my stuff!” — which means the art needed to reflect that. This would enable AIM to differentiate itself from the other art currently up in the market — but with no simple or tangible product, AIM needed to go beyond a format refresh.
Visiting AIM’s campus helped me understand the soul of AIM. It’s one thing to write a nice mission statement, but it’s another to see people living it. Not only volunteering, but truly dedicating themselves to helping others. The mood for AIM wasn’t simply the fortunate
helping the less-fortunate. It was volunteers and beneficiaries from over all the county coming together as friends.
AIM isn’t just a charity — it’s a community.
Looking at a lot of the creative up in the market currently revealed a lack of “fine art” being used in advertising. Illustration would not only stand out visually in the market, but it helps people see themselves in the narrative while displaying AIM’s warm & family-like qualities.
© Adams + Fairway 2018
