BRIEF –
More than 136,000 elderly Jews in the former Soviet Union struggle in abject poverty, grateful to the Jewish humanitarian community which helps them survive. To raise awareness and garner donations, JDC needed a new look and creative marketing strategy for the initiative.
VISUAL DIRECTION –
Strong, visceral photographs help to highlight the dire living conditions of these destitute Jews, so the images received a uniform treatment to heighten their impact: color saturation was knocked back, and a sepia overlay was often worked into the final image. For print applications, a ghosted landscape of suggestive copy was worked into the image, to interact with the headline.
Digital
COVERAGE –
Donation advertisements were posted organically and boosted through the organization’s social media pages, coupled with email marketing and campaign features on JDC’s global website — all driving traffic to a custom landing page for education and fundraising.
