Challenge
We collaborated with the UMass Advancement team to develop their annual fundraising campaign, UMassGives — which encourages alumni, parents, faculty, staff, students, and friends to give back to an area of campus they care about. This year marked the campaign’s 10th anniversary!
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Educational Advertising Awards, 2024 / GOLD
Solution
To attract new donors and widen engagement, we focused on the emotional benefits of giving. We brought the ‘Give Happy’ concept to life with an approachable identity featuring bright, friendly, and lighthearted colors and graphics. To support the campaign, we also developed campaign videos, merch, a social media launch strategy, and a toolkit with templates to support UMass’ internal teams.
