The Baldwin Fund Campaign
During the annual Newhouse ‘design for good’ workshop, I lead a team of three people to propose a campaign idea & marketing deliverables to the 2024 client: The Baldwin Fund.
The client asked for a social campaign that can be run with little to no maintenance.
My team brainstormed several campaign approaches to pitch to them…
Ultimately, we proposed a User-Generated Content campaign approach. Our reasoning is that this approach requires no maintenance on their end. It is content created by social media users and published on social media or other channels that promotes the brand.
CLIENT PROPOSAL
CAMPAIGN SUCCESS
The Baldwin Fund took our #crushthecan proposal & it is now living on their website & socials. (We even got Alec Baldwin in on it!)
A user shares a video of themself crushing a can in a unique way then they challenge the next person to do the same.
(user driven approach)
The user is then encouraged to donate the can to the can donation that the client already runs.
(website visibility & donations)
The #crushthecan campaign message is can vs. will.
(symbolism)
BIG IDEA
*Example to propose to client that I filmed & edited.*
In our creative brief, I noted how often the founder of The Baldwin Fund Carol M. Baldwin said, “It’s not “We CAN find a cure,” it’s “We WILL find a cure."
The organization runs an existing bottle & can donation to raise money.
THE DOUBLE MEANING OF CRUSH THE CAN.
DELIVERABLES
We designed posters for dumpsters & trash cans as well as to be used on socials.
