Creative Strategy

Summer Miracles Campaign

Since this campaign focuses on getting potentially adoptive parents interested in the Summer Miracles program, it seemed most effective to highlight some of the benefits of the program while simultaneously appealing to people's emotions. We highlighted benefits to the program through use of descriptive and informative copy in the magazine and newspaper ads. Appealing to emotion was easy; we used some touching photos of (often overlooked) older children, emphasizing the visual appeal these images hold. The text of these ads does not accentuate the hardships these children endure because we did not feel that our target audience would respond positively to guilt appeals. Our message is more likely to sink in if we show the benefits of adopting these children - these "summer miracles." The campaign was tied together tightly through the inclusion of the Kidsave International logo and a tagline, "Open your heart and your home to a miracle this summer."



Awareness Campaign

While our target for this campaign is less narrowly defined, we still felt that guilt appeals and depressing visuals would not be a good way to create brand/name recognition and awareness. This campaign alludes to some of the hardships the children of Russian and Kazakhstan endure, but emphasizes the fact there is hope for these children, and Kidsave International is working hard to place them with loving families so that they can overcome the odds. As one of our ads says, Kidsave is working to make adopted children the "rule, not the exception." In the ads for the awareness campaign, we coupled understandable and thought-provoking statistics (found through secondary research) with engaging visual images of older children. Through these ads, we hope draw attention to the international problem of harmful institutionalization of children and associate Kidsave with organizations seeking to solve this problem. Of course, all ads prominently feature the Kidsave International logo and encourage people to seek more information (via the Kidsave website or by phone). Small visuals of children, in combination with bright colors, are used in the banner ads to persuade our target audience to go to Kidsave's website. The messages are simple and concise but convey emotion as well.