This evergreen campaign, which correlated with brand refinement work, grew out of SAY’s core value of “We are in it together.” The campaign highlighted the interconnectedness between donors, volunteers, staff, and the youth served. With a 50-year history, some of the youth helped by SAY have become donors and volunteers after the stabilizing assistance provided by SAY.
I designed the layout and selected stock photography to represent youth clients. I also photographed staff, volunteers and donors for the donor outreach campaign. For the youth outreach campaign, I employed a link tree for the QR code. This allowed youth to directly chose the service they needed most; shelter, housing, job assistance or counseling. With the expansion of our QR Code abilities we were able to see where the code was being scanned most geographically.
Donor Outreach Campaign:
This sub campaign featured prominent long-time donors and staff members. Through social media, electronic billboard and print advertising in local papers and with corporate partners like Macy’s, we encouraged donations and participation in our fall One Cold Night peer-to-peer fundraiser, fostering community engagement and support for our cause. The 2023 year-end mailer brought the youth and supporter stories together.
Youth Outreach Campaign:
To increase the visibility of our services for youth, we strategically placed outreach signage in areas frequented by at-risk youth. Signage was placed in the two busiest SMART trains stations and inside the train cars, as well on inside Sonoma County Transit buses, as well as Santa Rosa Plaza.
Electronic Billboard Series
Elizabeth Craven 