Print: Boys & Girls Aid
I developed and wrote a number of different collateral pieces for print. From newsletters to display ads, I created simplified messaging that gave a voice and vision to the work being done by Boys & Girls Aid.
Boys & Girls Aid had a number of print collateral pieces that were out of date. Narratives were fractured across multiple programs without a clear or concise message. Stories were fluffy with little room for learning about why the agency did the work in a way that was helpful or productive.
Focusing on a central organizational goal, which is to ensure every child grows up in a family, I wrote headlines and body content for newsletters, appeal letters and brochures. Each piece of collateral had a story at its core. Weaved into each was a child who could have two outcomes: growing up in foster care to become another statistic or being adopted by a forever family who will prevent that negative outcome.
"We want to change the outcomes so children do not feel like their family is temporary. The children we serve need to believe the home they are in is permanent and the adults in their lives are people they can trust."
A clear narrative
The work of Boys & Girls Aid is complicated. Social workers with Doctorates and Ph.Ds work at a social, mental and physical level to repairs years of abuse and neglect children have endured. Details are oftentimes overwhelming. The average person has almost no knowledge of foster care and can rarely related to the experiences of the children Boys & Girls Aid serves.
I de-cluttered information. Social workers were removed. The process was simplified. At the heart of every fundraising or awareness piece was a smiling child. That child went through challenges nobody should experience. At the end of their journey was a family who would love them unconditionally - something the child had never had, but an expectation every human deserves. Boys & Girls Aid helped get them there.
A brand defined
Boys & Girls Aid did unique work, but nothing about their collateral spoke specialty. They were a child welfare agency like the dozen plus that existed in the Pacific Northwest. They operated under the vague term of impacting the well-being of children in need.
Hidden within their programs was a team focused on finding families for children who were the most at-risk, unadoptable children. These highly trained clinicians worked to prevent kids who had come through the worst of environments go on to living happy successful lives. There were only a handful of organizations doing this work nationally.
Every piece of collateral identified Boys & Girls Aid's qualifications to handle this work. Through messaging and branding, the agency position itself as one of the foremost experts in solving a growing crisis. If you care about children, Boys & Girls Aid was the only agency envisioning a future where every child had a family.
"When children enter foster care, they should be connected with trained professionals who prepare them for the next step in their lives. Whether that means returning home or growing with a family through adoption, the goal should be that all children exit foster care permanently."