Radarworks’ challenge was to design and launch an advertising campaign and strategy that reaches out to a new, growing pool of potential donors (30-50-year-old “new money” individuals with the ability to give $75K from assets, as opposed to income) while still reaching their traditional audience. Following our research, the key insight into this audience is that they want to be sure their money will have the maximum positive impact and make a real difference.
Radarworks developed the “Halo Effect” campaign. The campaign’s premise was to leverage the credibility of notable Seattle business and thought leaders. These leaders, who have already done extensive due diligence on how best to allocate their charitable resources, use the Seattle Foundation. Thus, the ads endorse the Foundation as the logical way to give and communicate its experience and effectiveness in streamlining the giving process for today’s philanthropists.
Creative Direction: Jim Li; Production: Julie Davidson
Our Previous Campaign
Creative Direction: Jim Li; Production: Julie Davidson
