Creative Brief: The Young Marines National Foundation (YMNF) — the fundraising arm of the Young Marines (YM), engaged AB to drive donations for their annual fundraising effort. The annual fundraiser, as it is for most charitable organizations, is the crucial make-or-break effort in a given year. YMNF needed a fully integrated marketing push to attract a large recurring donor base.
Creative Idea-Help Them Be: The future is a blank slate, wide open with possibilities, good and bad. In these chaotic times today’s youth need a guiding light. That’s where the Young Marines come in. The Young Marines believe in strengthening our nation by focusing on that future: the boys and girls who will go on to be leaders; change-makers; and, before all else, good citizens. Help Them Be was created as a way for our donors to decide if they want to Help Them Be anything they aspired to be; the team creative delivered 5 different personas, of children who are actually in the Young Marines, and their passions and ambitions were illustrated over portraits shot by our AB photographer.
Creative Director: Sherry Russell
Art Director: Eden Papineau
Copywriter: Mike Gravagno
Photographer: Morgan Russell