Gateway to Hope works to ensure that no woman has to choose between affording breast cancer treatment and paying rent or buying groceries. A new campaign highlights their clients’ strength and resilience.
Gateway to Hope was experiencing increased demand for its services and needed to increase its donor base and funding resources. Building on a successful annual event, the organization initially came to Almanac looking for a refresh for their gala to help spread awareness of the organization.
We worked with leadership to develop a content strategy that would yield compelling stories that could be shared at their Gala as well as across other media to reach potential donors. We created a campaign that makes heroes of real women who have been diagnosed with breast cancer. Their families help tell emotional stories of the help that they have received from Gateway to Hope.
More than Patients, Heroes
Gateway to Hope clients are so many things: friends, mothers, grandmothers, spouses, coworkers, confidants, and also breast cancer fighters. One of the most impactful services Gateway to Hope provides is emotional support. Trained nurses and social workers answer patient questions about treatment and procedures or simply listen when things get tough. We used stories, perspectives and relationships to highlight patients and their strength and resilience; to show them as the heroines that they really are.
Stories of Hope
Four one-minute videos capture the unique and incredible journey of each individual. These Stories of Hope live on Gateway to Hope’s website and social media properties and we’re shown at the organization’s gala. A series of teasers were created to generate excitement leading up to the Gala and throughout October’s Breast Cancer Awareness Month.
Breast cancer has been substantially researched and studied and there are many, many statistics available for use in a case for support. We knew that the campaign needed to incorporate these statistics in an arresting way that gave homage to the topic. Florals, flourishes and skin tone hues give homage to the topic and communicate statistics in an arresting way. Illustrations are paired with bold and bright colors and inspiring messages to form a flexible and highly personal campaign system.
“Almanac helped us tell our story in a unique way that will resonate with multiple stakeholder groups. Their design concepting process gave us our own voice, and created a look that is inclusive and yet differentiates us.”Katie Manga, CEO, Gateway to Hope