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Background: The International Rescue Committee was Founded in 1933 at the request of Albert Einstein to ensure lifesaving care and life-changing … Read More
Background: The International Rescue Committee was Founded in 1933 at the request of Albert Einstein to ensure lifesaving care and life-changing assistance to refugees forced to flee from war or disaster. At work today in over 40 countries and in 22 U.S. cities, the IRC restores safety, dignity and hope to millions who are uprooted and struggling to endure. The IRC leads the way from harm to home. Substance & KTG were charged with coming up with a multi-channel strategy that would build their donor file in a difficult economy using the New Roots initiative to acquire, retain, cultivate and renew donor support. We would do this by creating a cross channel movement using influencers and a new millennial audience. Our Audience Strategy: Using social listening, we found that the community-supported agriculture movement, commonly known as CSA, is changing the way many people eat, shop and donate across the country. The combination of the New Roots Food and Farming initiative and this fast-growing movement gave us an opportunity to introduce a fresh cause to potential donors and supporters. Insight: In a “grow-your-own” economy people want to know about the journey their food has taken. Idea: Farm-Raising A Crowd Sourced Program Read Less
Published:
New Roots
The International Rescue Commitee
Background: The International Rescue Committee was Founded in 1933 at the request of Albert Einstein to ensure lifesaving care and life-changing assistance to refugees forced to flee from war or disaster. At work today in over 40 countries and in 22 U.S. cities, the IRC restores safety, dignity and hope to millions who are uprooted and struggling to endure. The IRC leads the way from harm to home. Substance & KTG were charged with coming up with a multi-channel strategy that would build their donor file in a difficult economy using the New Roots initiative to acquire, retain, cultivate and renew donor support. We would do this by creating a cross channel movement using influencers and a new millennial audience.

Our Audience Strategy: Using social listening, we found that the community-supported agriculture movement, commonly known as CSA, is changing the way many people eat, shop and donate across the country. The combination of the New Roots Food and Farming initiative and this fast-growing movement gave us an opportunity to introduce a fresh cause to potential donors and supporters.

Insight: In a “grow-your-own” economy people want to know about the journey their food has taken.

Idea: The Farmraising Food Exchange
A crowd-sourced platform that connects people to the refugees who grow their food.
 
New Roots Program Brand Identity: Inspiredby the IR Inspiredby the IRC Logo the new roots label brings together iconography that willbecome synonymous with the initiative.
Program Manifesto & Idea
 PLANTABLE FARMRAISING DIRECT MAIL: SOWINGTHE SEEDS OF SUCCESS DIRECT MAIL PIECE DRIVES USERS
TO JOIN THE FOOD EXCHANGE AND COMMUNITY AND REWARDS THEMWITH A GARDEN OF THEIR OWN.
The Farmraising Food Exchange Mobile App:  
Any time a person finds a New Roots product at a local retailer or farm stand,
they can unlock the refugee's story and make a donation to the farm the food was grown on.
 FARMSTAND: PACKAGE DESIGN