It’s not always easy to capture the weight of a nonprofit’s impact on the region with ordinary marketing. It’s too easy for a marketer’s words and images to get in the way of the real story. In this case, we made a point do make the work they do the focus of each piece. We didn’t talk about the impact that a donation could make, we showed the end result. We didn’t simply say working for ARC was rewarding, we showed the joy that each employee brought. We brought the viewer closer to ARC’s mission by showing how their mission is brought to live every day.
