Today, one in five Hamiltonians live in poverty, and more and more people are relying on social services that ever before. Despite the rising numbers, people who use social services are often thought of and depicted as needy, suffering and desperate.
We created a campaign that underscores the organizations’ belief that all people have promise and potential. The campaign called on Hamiltonians to have “Faith in People” by seeing through the labels to see the person, not the problem.
What did we change? Good Shepherd is now seen as the leader in championing people. The new brand also set the stage for a successful $45 million fundraising campaign.