Since 2006, non-profit Soles4Souls has been helping distribute donated shoes and clothing around the world to help those in need. Since they rely on donated items, they needed to increase awareness of the brand but so far, had not been able to develop a clear and concise articulation or communication of what they do. And therefore, had never run a print campaign before.
So, to make their mission more understandable to their crucial American audience, we created a laser-focused campaign to communicate how the non-profit affects people domestically in a simple and concise way. We used an incredibly ubiquitous and instantly recognizable item that everyone knows, to strike right at the heart of the issue: the “No Shirt, No Shoes, No Service” sign, often seen at entrances to restaurants and malls. But we put a twist on it to stop viewers in their tracks, and to get them to start thinking about an issue in their very own cities, towns and neighbourhoods.
“Doors of Opportunity” is a series of print pieces that use the No Shirt/Shoes/Service signs to speak to three domestic pillars: housing, employment, and education. This creative approach communicated that lacking something as simple as adequate shoes and clothing creates both emotional and literal barriers to accessing fundamental cornerstones in living a life with dignity and opportunity. The signs featured an unexpected, thought-provoking spin: replacing “No Service” with a hard-hitting, pillar-focused terms, including “No Home”, “No Employment”, and No Future.” Each sign was affixed to a visual setting relative to the pillar (e.g. a school, a business, a house), paired with an emotional but tangible stat that would communicate to a potential donor just how important and impactful their donation would be. Finally, this message was hammered home with a simple yet powerful headline/CTA that answered the “No Shirt/Shoes” sign: Help Turn No into Yes, donate today.
CREDIT
- Agency/Creative: FUSE Create
- Article Title: FUSE Create’s ‘Doors of Opportunity’: A Print Campaign Transforming Lives with Soles4Souls
- Organisation/Entity: Agency
- Project Type: Campaign
- Project Status: Published
- Agency/Creative Country: Canada
- Agency/Creative City: Toronto
- Market Region: North America
- Project Deliverables: Advertising, Art Direction, Branding, Poster Design, Tone of Voice
- Industry: Non-Profit
- Keywords: Print Campaign, Non-Profit, Signs, Video, Print
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Credits:
Executive Creative Director: Steve Miller
Copywriter: Mike Furlong
Art Director: Patrick Carter
Director, Strategy & Brand Innovation: Lanny Geffen
Director, Creative Strategy: Jacquie Kostuk
Creative Strategist: Madison Rogers
Group Account Director: Jade Kleinman
Account Supervisor: Aya Darwiche
Account Director: Ashley Sommerville
Group Media Director: Rita Steinberg
Junior Planner: Lenore Cohen
Digital Media Manager: Alex Lu
Manager, Marketing & PR: Vanessa Francone
PR Coordinator: Erin Quick
Director of Production: Anthony Mayes
Integrated Producer: Terra Stephen
Production: Skin & Bones
Post Production - Offline Edits: Married to Giants
Post Production - Colour Transfer: Alter Ego
