The 2018 US Young Lions Competition challenged us to create awareness of the Jack & Jill Late Stage Foundation (JAJF), and it’s Share the Wow! initiative. My art directors and I decided to compete in two different categories seen below: DIGITAL and PRINT.
YOUNG LIONS CHALLENGE: Create an integrated digital-led campaign that will build awareness for JAJF; create one call-to-action to engage the selected target audience to support the program and take catalytic action.
CAMPAIGN SUMMARY: When cancer strikes, it affects the whole family, not just the sick parent. The Jack & Jill Late Stage Foundation (JAJF) treats families by giving them a “time out” from terminal cancer. Our idea is having JAJF partner with GoPro to create The Keepsake Project, which allows adopted families to capture their time together and sponsor families to feel the impact of their donation through a live itinerary.
INSIGHT: Currently, JAJF sponsors receive the itinerary and photos of the trip, but they feel there is a lack of personal connection to their adopted family. Both families should live a more meaningful experience. GoPro videos will allow the sponsors to experience movement, dialogue, facial expressions, and ultimately a more authentic and emotional response. Most importantly, GoPro frees people to celebrate the moment and inspires others to do the same.
SOLUTION: The Keepsake Project is an initiative that encourages potential donors to adopt a JAJF family. The adopted family gets to Share the Wow! With their sponsor through a digital itinerary made up of live videos and photos that live on The Keepsake Project microsite. At the end of the “time out,” both families will receive a hero video created by Go Pro.
Copywriter: Ysabel Cacho, Art Director: Carla Prato
CHALLENGE: Create a print ad that will build awareness of JAJF, create one call-to-action to engage the selected target audience to support the program and take catalytic action. (Only one print ad submission is allowed per team.)
INSIGHT: JAJF helps families address the elephant in the room: cancer.
Copywriter: Ysabel Cacho, Art Director: Lesia Gribbin