Don
Bosco
Communication Trophies · EFAP
Communication Trophies · EFAP
Communication campaign for the Institut Don Bosco, as part of the Communication Trophies competition. The association suffers from low brand awareness and an overly institutional image. The insight: donors want to feel useful, they want to see the concrete impact of their donation.
The big idea: "Small victories count." A key visual that plays on double reading, a portrait composed of life scenes. Three poster variations, with a CSR approach integrated from the outset.
Analysis of Don Bosco's positioning, key figures on awareness and the emotional impact of giving, and definition of the campaign objectives.
Identifying the barriers to awareness and engagement: institutional image, lack of proximity, gap between action and perception.
"Small victories count." The insight that connects Don Bosco's daily action to what donors want to feel: the concrete usefulness of their gesture.
A portrait of Don Bosco composed of "small victories" scenes. Double reading, visual impact. Three poster variations to carry the concept.
Explanation of the creative concept and the CSR approach integrated from the campaign's inception.
This project gave me the chance to work on advertising concept within a constrained framework: a nonprofit brief, a competition, a team of three. The main challenge was pulling Don Bosco out of its institutional image without betraying its values.
Key takeaway: a good insight changes everything. "Small victories count" made the campaign human and concrete, far from the standard corporate messaging of nonprofits.
