From newsletters to display ads, I created simplified messaging that gave a voice and vision to the work being done by Boys & Girls Aid.
Improving messaging through print
Print is used less and less, but still remains an important medium for pushing awareness and change for nonprofits. From a communications and marketing perspective, print played a vital role in spreading key messages to Boys & Girls Aid donors and volunteers. Enhancing design and embracing powerful language, marketing collateral helped encourage stronger involvement across audience, grow volunteers and increases donation sizes.
"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."
Distilling complex into clear narratives
The work of Boys & Girls Aid is complicated and often laced with jargon. Like most medical and social services fields, staff have advanced degrees and do detailed work that is beyond the scope of people who work outside the industry. The mission of Boys & Girls Aid can be powerful and confusing at the same time.
Defining print marketing meant decluttering information and simplifying details. At the heart of every message 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.
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."