CARE was formed after WWII to air-drop food and supplies to people in war-ravaged parts of Europe. It is where the term “care package” came from. Over the years they developed into a poverty fighting organization in the poorest parts of the world. They were very successful, and developed lifelong supporters. But several years ago they realized their donor base averaged over 70-years-old, and since they had not actively marketed for some time, the younger generations didn’t know them.

They needed to reintroduce the brand. In doing so, they needed to find a unique story they could own.

They looked at what they were doing around the globe and realized that their country offices…independently…had figured out that, almost without fail, the most impoverished places are cultures where women are still marginalized and pushed to the fringes of society. These various CARE offices were all working to empower women, because they realized this was one of the fastest ways to address the root causes of poverty. That was perfect for getting support in America. We didn’t have to start from scratch developing advocates. Most companies have women’s groups. Every school has a PTA.

We set out to establish CARE as the organization that is empowering women in the developing world.

We addressed everything from basic rights, to education, to property ownership rights, to maternal care. The campaign has been a huge hit, and has become a well-known case study in the non-profit world.

TV

AIRPORT DIORAMAS

CARE was the first client for which we made large use of airport dioramas.  People who are contributors to international causes are typically frequent travelers and have truly come to see the world as a village, so it was a perfect place for us to reach them.  Also, media companies whocontribute Public Service (PSA) space which NGOs and charities can apply for like to put up advertising which is powerful and looks good for their company.  With the CARE work, we got a huge number of PSA placements.  Almost immediately after they went up, CARE got a call from a man who said he had just seen one in Dallas, and that it was very powerful and he wanted to become a donor.