The Seattle Foundation Advertising Campaign
Creative Direction: Jim Li; Production: Julie Davidson
The Seattle Foundation was established in 1946 as a community foundation and catalyst for charitable giving to improve the quality of life in the greater Seattle area.
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 $75,000 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 premise for this campaign 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 philanthropist.
Our Previous Campaign
Creative Direction: Jim Li; Production: Julie Davidson
