Catholic Charities of Buffalo
HOPE for all Seasons / Appeal 2021
- Creative Strategy, Campaign Design, Outdoor, Television / Video, Radio, Digital, Direct, Social Media Management, Support Collateral
HOPE for all Seasons
Our team was challenged to come up with a branding campaign and messaging that would position Catholic Charities as more than just a fundraising appeal.
We found inspiration in the Catholic Charities positioning statement HOPE for all seasons which has been in use since the late 1990s and is still very relevant today. The positioning has been underutilized in recent years as the Appeal for Catholic Charities has taken on greater prominence in the public awareness campaigns. The high level of awareness for the Catholic Charities provided a strong foundation upon which to build understanding for the brand
The brand strategy for 2021 promotes the Catholic Charities brand using HOPE for all seasons as the main message in the months leading into the Appeal 2021 campaign – in effect preparing the target audience for the Appeal call to action. Beginning December 2020, the creative built awareness and understanding for the brand by highlighting the impact Catholic Charities has in the community. Compelling advertising in television, digital, print and radio illustrated what Catholic Charities does.
Brand messaging builds awareness and understanding for Catholic Charities, and makes the case that Catholic Charities is worthy of support. The Appeal 2021 messaging was shifted slightly to include a strong, straight-forward call to action asking the audience to Please support Appeal 2021.