A very hard-hitting book
When it comes to reporting for not-for-profit organization, a mandated document can play the lead role in telling their story.
We produced a perfect bound annual report and placed it in bookstores in the "True Crime" and "Horror" sections. A compelling title encouraged book browsers to flip through pages that were systematically and individually torn, marred and stained.
The content of the book told stories of women helped by the services of the YWCA. The results of this annual report raised $140K in new donations and the average donation increased by 40%.
The solution was clear
We used guerrilla tactics to take our message to the streets of downtown Calgary where most of the corporate donors that the YWCA rely on work. We used x-rays from victims of domestic abuse and placed them on any backlit surface we could find - just like the x-rays in the doctor's office.
Donate to take a family off the street: We created an ad that when you cut out the donation form you would be helping to take a family off the street on the page directly behind the donation form.
Bench: For this idea we used a media everyone is familiar with and printed women sleeping on bus benches.