Catholic Charities of Buffalo
Think of Me / Appeal 2020
- Creative Strategy, Campaign Design, Outdoor, Television / Video, Radio, Digital, Direct, Social Media Management, Support Collateral
Think of ME
Catholic Charities of Buffalo has been serving the most vulnerable and needy in Western New York for more than 90 years. Abbey Mecca is privileged to work with Catholic Charities on the development of the public awareness campaign for Appeal 2020. The campaign is designed to support the multi-level fundraising efforts with a primary objective of raising awareness for the Appeal and the need to support the work of Catholic Charities of Buffalo.
The campaign strategy was unique as the public sentiment in the Buffalo Niagara market was skewed due to an abuse scandal rocking the Roman Catholic Diocese of Buffalo. Although Catholic Charities is separately incorporated with separate management, the Catholic Charities brand was associated with the Diocese in the minds of the general public.
What We Delivered
For the Appeal 2020 campaign, we developed a creative strategy that maintains an authentic and human tone. Focus is on the impact of the good work of Catholic Charities. A focus on the people helped by Catholic Charities is the most-effective approach. Catholic Charities’ ability to help people in WNY with basic needs – food, shelter, counseling, – is motivating all target audiences.
It was important to be direct in design and messaging to demonstrate that when you give to the Appeal, you are helping people in our community that really need it. You are not giving to an organization. When you give to Catholic Charities, you are giving to people who need the help.
With our creative strategy in place, we executed creative across multiple media including outdoor, television/video, radio, print, digital and direct mail.