A campaign that challenges us to look deeper.

WHAT WE ARE MADE OF CAMPAIGN
COMMUNITIES IN SCHOOLS

Credits:
Ben Hawkins, Creative Director
Phillip Allen, ACD/Art Director
Laura Orozco, Copywriter

Awards:
2020 DC ADDY - Art Direction

Challenge: Communities In Schools does incredible work, but low public awareness was holding them back. We needed to break through and make their mission resonate with a wider audience.

Strategy: The "What We Are Made Of" campaign took a unique and powerful approach. Partnering with artist Jason Mercier, we turned students' struggles and triumphs into stunning mosaic portraits. These weren't just images; they were stories, showing that kids are so much more than the challenges they face.

We built the campaign from the ground up. This included a dynamic microsite to showcase student stories, a buzz-generating SXSW EDU scavenger hunt, and a nationwide roadshow to bring the portraits to life.

Results: This campaign struck a chord:

• Website traffic increased by 15%

• Donations increased by 9%

• Advocate involvement jumped 10%

• Brand recognition saw a significant 18% boost