CHD

"Human Being" Campaign

  • Copywriting
  • Design
  • Photography

A nonprofit client of ours had an acronym problem. Despite being the largest nonprofit in western Massachusetts with more than 70 programs and social services, few people could define what they did. We tried to turn this around with a campaign that defined their work as “human services” and gave the brand empathy and warmth. 

Their annual report became the anchor for our campaign, where we featured portraitures of actual people CHD had helped, and did so in a way where their humanity, not their circumstances, was front and center. We used close-cropped photography with a series of headlines that played on the “human” theme: human being, human touch, human kind, etc.

This campaign of beautiful faces also allowed us to tell the authentic stories of each subject in print ads, posters, and donor appeals.