Problem
The American Indian College Fund was getting lost in the competitive and crowded landscape of charitable giving.
Insight
It’s a sad but well-known fact that Native communities are painfully underserved in America. What people don’t realize though, is how these communities have a shocking lack of access to education. In fact, only 1% of college students are American Indian.
Solution
We grabbed people's attention by pairing the staggering statistic with a powerful visual treatment inspired by Native beadwork, and music provided by rock artist Neil Young. All messages ended with a call to donate via a new website, along with a new tagline for the organization: “Education is the answer."
Results
In the year this campaign launched, the AICF was able to award 6,548 scholarships to Native American students (a 58% increase year over year). The organization also saw an 220% increase in contributions the same year.
Team
Strategy: Yours Truly, Megan Amberson
Creative Agency: Wieden+Kennedy