Challenge
Rebranding and refocusing attention on the non-profit foundation’s mission to increase the number of urban youth who are prepared for post-secondary education and career opportunities in the Washington D.C. area.
Solution
Restructuring the mission statement to become a more solid message, as well as renovating www.fightforchildren.org, to publicize the newly refocused mission and to appeal to possible Investment Fund participants.
Results
We held multiple Blue Room think tanks between Investment Fund partners, a seventeen member advisory board of local area youth, and board members of Fight For Children to generate ideas on how to promote the concept of investing in your future. We launched the “Create. Promote. Invest.” campaign, featuring Howie Dorough and AJ McLean of the Backstreet Boys, which was featured across the country. Partnering with Sony Music on events such as “Looking Towards Tomorrow,” we were able to raise both awareness and funding for the client through the millions of media impressions garnered.