I'm grateful when I can work on a project that helps others and bring awareness to an issue. I was tasked with concepting an integrated campaign to promote fostering of kids that were specifically older in age. Many of these kids are unfairly labeled as "bad seeds" or too hard to foster. Working with freelance writer Natalie McKenna our job was to get people to see these kids as kids instead of as branded foster children. Powerful serious images of kids and teens with the headline "I am a foster child" with the word foster crossed out achieved this new message. Body copy spoke to the overwhelming need and a clear call-to-action to make it easy to find out more information.
My role:
Freelance Creative Direction and Art Direction for Avant Strategies — Phoenix, Arizona