Mission Driven Brand Campaign // Inspire Donors
SCIENCE CLUB FOR GIRLS
4% ISN’T
GOOD
ENOUGH
To work with a mission led organization, this is as good as it gets; “To foster excitement, confidence, and literacy in STEM for girls and gender-expansive youth from underrepresented communities by providing free, experiential programs and by maximizing meaningful interactions with women-in-STEM mentors.”
Our mission was to elevate SCFG, generate momentum, inspire and motivate donors to be part of this inclusive new chapter of STEM.
We leadened heavily into the toughest pain point the community faces; that scientists and engineers are extremely underrepresented in Black and Latina women.
A reality that’s difficult to understand, but one we were driven to affect so we developed a campaign honoring the incredible women in STEM as well as reflected on the next generation of those who strive for that greatness. We also layered in a hard look at what 4% really represents, as we amplified that it’s not good enough. And to help shape tomorrow, we asked for 4% donations, because 4% of your world, my world, and especially the corporate world, will affect a better tomorrow for the girls looking to excel in STEM today.
The heart of the campaign speaks to individuals who are driven by a deep-seated passion for identifying and solving problems. So the messaging and art direction had to not only strike a strong but honest tone, but needed to maintain a level of sophistication in finding ways to inspire this particular donor community, as the core message of fighting for change, is really both a logical and emotional appeal.
15.5M • 4K • 227
We set out to affect awareness, and we did.
While delivering a well rounded campaign to activate and engage existing and prospective donors, we created 15.5 million impressions, drove to over 4 thousand new website views, which translated to over 227 hours of screen time, and that’s just in the first media spend.