Your Brand’s Next Evolution.
With nearly 100 programs at 200 locations, Catholic Charities is Maryland’s largest private provider of human services. Every day, the non-profit serves children and families experiencing homelessness and poverty, individuals with intellectual disabilities, immigrants and seniors without regard to religion, race or other circumstances.
CHALLENGE
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Catholic Charities needed a compelling end-of-year fundraising message that could inspire generosity and action.
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While the organization had powerful stories of impact, they lacked a unifying narrative to rally the broader community.
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The campaign needed to clearly connect compassion to tangible outcomes and sustained support.
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STRATEGY
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Reframed awareness into action by anchoring the campaign in a clear, emotionally grounded message.
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Developed Hope Is Just the Start to challenge passive empathy and reinforce the need for ongoing commitment.
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Positioned Catholic Charities as the organization that turns hope into measurable impact through programs, people, and partnerships.
RESULTS
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Delivered a resonant campaign narrative that cut through cultural noise and donor fatigue.
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Strengthened emotional connection by linking real stories to real outcomes.
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Reinforced Catholic Charities’ role as a trusted nonprofit that transforms generosity into lasting community change.
Real People. Real Stories.
The most powerful way to articulate the impact of an organization like Catholic Charities is through the compelling stories of the many lives that have been forever transformed. We featured profiles of real people from a number of centers. The depth of their relationships with the organization speak for themselves. Stories were utilized in both written and video form with an authenticity that’s so relatable, they feel like they could be family members.
“Helping someone else through difficulty is where civilization starts.”
Compassion Into Action
A unifying theme of our messaging was the concept of turning “Compassion into Action.” It is simply not enough to appreciate the circumstances of one in struggle nor empathize with their situation. It is our collective responsibility to lift one another up. This is a noble pursuit and one that good-hearted individuals can surely embrace, but many of us feel powerless and unsure how to be effective. An organization like Catholic Charities has the programs, structure, and experience to mobilize goodwill into real, lasting change.
Stand With Us
Vitamin’s campaign messaging blanketed Baltimore across buses, print, digital, radio, and social media, all imploring the community to “Stand With Us!” This second unifying call-to-action for our campaign was a message of inclusion, but also more of a declaration. This is where the campaign shifts from creating awareness of the good that’s being done to a powerful rallying cry for the community. The goal was to harness the love, empathy and deep care of the community and set it into motion for the greater good.
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