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ACLU – Consumer Print
We created a number of direct-response print campaigns for the American Civil Liberties Union. The ads appeared in their member magazine with the purpose of increasing legacy donations (money left to the ACLU in an individual's will). Prior to my group taking over the account, the ACLU had minimal success with similar legacy donation campaigns.
In this campaign, we highlighted core ACLU mission words (which clients loved) to show that a person is "leaving" much more than money. The tagline "You have the will. We have the way." underscored that these are legacy donations.
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To date, the campaign has generated more than $7 million.
ECD/Writer – Additional Credits: Rose Slone/ Sarey Rudin
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