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EVERGREEN

Evergreen is a non-profit organization that supports urban greening. It needed to raise more private funding, especially for a regeneration project on the site of Toronto's Don Valley Brickworks.

Advertising needed to prime potential supporters for fundraising calls by raising awareness of Evergreen. The organization was also competing with a wide range of fundraising tactics from charities seen to have more urgent needs. Thus, the campaign, geared at boomers, aimed to connect Evergreen's day-to-day activities with tangible community benefits. The campaign focused on issues like increased property values, speedier patient recovery time and improved school results.

TV, print and an interactive brochure were used, as well as a series of guerrilla installations. Traffic to the Evergreen Web site rose 25% in the first three weeks of the campaign and phone inquiries increased substantially during the ad period.

TELEVISION

Zoo

PRINT

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