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Spinal Cord Injury BC (SCI BC) is a non-profit organization that helps people with spinal cord injuries, and related disabilities, adjust, adapt and thrive.
CHALLENGE
I was given the opportunity to work with their advertising agency to develop a public service awareness advertising campaign to tell a story about spinal cord injuries. The challenge was to tell a story intelligently and not to offend people with disabilities.
SOLUTION
We developed a simple way to tell a story by using toys instead of humans that have a injury or disability. The piñata image is very relevant to the subject matter, because a large number of spinal cord injuries are from young adults who get into car accidents while driving home from a party.
We developed a simple way to tell a story by using toys instead of humans that have a injury or disability. The piñata image is very relevant to the subject matter, because a large number of spinal cord injuries are from young adults who get into car accidents while driving home from a party.
RESULTS
The campaign raised awareness by over 140%, and increase in donations, and was their most successful campaign to date.
PROJECT SCOPE
CONCEPT DEVELOPMENT
ART DIRECTION
RADIO ADVERTISING
TV ADVERTISING
