March of Dimes - Celebrating a Birthday

Create 75th anniversary campaign

In 1938 the National Foundation for Infantile Paralysis [NFIP] was created in answer to a call to action from US President Franklin Roosevelt, to eradicate polio as a threat to children.

Ultimately the NFIP became the March of Dimes Foundation.

With polio eradicated, today the March of Dimes works to ensure the health of mothers and their babies to prevent birth defects, premature birth and infant mortality.

For the organization's 75th anniversary in 2013, March of Dimes needed a campaign to build awareness of decades of accomplishment and the relevancy of sustained success for children and their parents everywhere.

Partnering with the client's lead cause marketing agency, we created the organization's 75th anniversary campaign platform by highlighting past accomplishments as an indicator of future success, understanding that few organizations offer the breakthrough medical and scientific track record of March of Dimes.

We created an illustrated approach to visually flagpole the range of March of Dimes accomplishments, by use of an easily identifiable "award" symbol, the merit badge, with a contemporary twist - positioned as March of Dimes merits your future trust through a 75-year history of demonstrated results. 

We developed the campaign for use across multiple channels, including retail point-of-purchase, print, video, and a range of other applications.


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