A new brand identity and advertising campaign for the Seattle AIDS Walk, developed by Wunderman Seattle, helped Lifelong AIDS Alliance raise $350,000 for people living with HIV/AIDS and other life-challenging illnesses.
Though the event was smaller in 2013, it was mightier. The business community saw the benefits of investing in this important community event, and the sponsorship goal was surpassed by 20%. Participants and donors opened their hearts and wallets and made an average gift of $229 per person, an 18% increase from 2012.
“We were thrilled to receive pro bono assistance from a globally renowned agency like Wunderman, and even more thrilled to see the results of our partnership,” said Randall Russell, CEO of Lifelong AIDS Alliance. “The ad campaign and revitalized brand are powerful, bold, and speak to the importance of the human element of our work. The stronger and more visible Seattle AIDS Walk brand clearly elevated the look of this year’s campaign and impacted our fundraising efforts.”
Julie Rezek, managing director of Wunderman Seattle, jumped at the chance to help when Lifelong approached the agency in search of marketing and branding assistance.
“We are always looking for ways to support those who are working to make our community a better place to live, and we didn’t hesitate to help Lifelong take its communication programs and brand identity to the next level,” Rezek said.
A new identity
Wunderman created a new look and feel for the event that helped Lifelong spur action in an emotionally impactful way. In most cases, advocates for Lifelong AIDS Alliance have a personal connection to a friend or loved one affected by HIV/AIDS. To highlight those connections, which in turn drive support, the agency crafted a multi-channel campaign that included print and digital ads, billboards, and public-transit advertising.
Lifelong empowers people living with compromised health including HIV/AIDS. For 30 years, Lifelong’s dedicated staff have helped people in need tackle challenges such as hunger, poor nutritional health, housing instability, limited healthcare access as well as the spread of new HIV infections. Learn more at http://www.llaa.org.
- Health Care Industry
- Disease & Medical Conditions
Mark Gross, 206-239-8142