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LexEnd Homeless Fund
The LexEnd Homeless Fund shows you where your money is going and how it’s being used to change Lexington, Kentucky. The LexEnd Homeless Fund will tell you where and what impact you are making when you donate. You can even call them up and ask about who you’re impacting.
*This campaign was a group project completed in my Advanced Creative Advertising
course. Although everyone contributed to the final product, I took the lead on writing
the creative brief, designing the brochure, and writing body copy.
executions
The biggest problem we faced against the LexEndHomless Fund was that it was so new, people had never heard of it before. We designed our executions to educate the target audience about the homelessness problem in Lexington, KY and how their donations to the LexEnd Homeless Fund can make an impact. We used vivid colors, sleek illustration acts and real statistics to emphasize the campaign’s informative tone and make the target audience feel confident about donating big sums of money
creative brief
key insight
Baby boomers are more likely to donate when they understand how their money will be used to reach the organization’s goal (Mintel 2016b, Caveto).
key consumer benefit
You will know exactly how your money will help end homelessness in Lexington, Kentucky.
advertising objective
Educate affluent, baby boomer Lexingtonian couples on how the LexEnd Homeless fund will use their donations to end homelessness.
creative strategy statement
Convince baby boomers the LexEnd Homeless Fund is worth donating to because the fund will be transparent about its use of donor’s money.
advertising problem
When it comes to donating to charities, almost one third of Americans believe nonprofits are not transparent about how they spend their money (Mintel 2016a, Cavato).
target audience
The target audience is upper class married couples without children living in Lexington, Kentucky. They are about 55 years old and are quickly approaching retirement from their business and finance careers (Claritas, 2016). With the kids out of the house, they fill their time by traveling and getting involved in their local community (Claritas, 2016). Whether is the latest local election, environmental issues, or campaigning a cause, this couple is always involved somehow (Claritas, 2016).
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