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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 had minimal success with similar campaigns in the past.
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Of course, many campaigns means many concepts. The first two ads from the "Use Your Will" campaign actually ran. The other examples are ads pulled from campaign ideas that didn't run. However, I've included them here because I think they're nice ideas and believe they would have proved effective for the ACLU if they ran.
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We approached all of our concepts with two broad creative goals in mind: 1) highlight a core ACLU issue that the legacy donation will help address, and 2) make it clear that this is a donation via one's estate.
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To date, the campaign has generated more than $7 million.
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ECD/Writer – Additional Credits: Rose Slone/ Sarey Rudin/Kent Graham/Amy Sternfels