WHAT WAS THE ISSUE?
Too many charities paint a picture of those needing their services as desperate and needy - reinforcing a stereotype that wasn't helping the 1 in 5 Hamiltonians living in poverty.
WHAT DID WE DO?
We called on Hamiltonians to have "Faith in People" by seeing through the labels to see a person and their potential, not just their problem.
WHAT DID WE CHANGE?
Today, Good Shepherd is well recognized as a leading champion of people and their potential. The brand idea also helped the organization raise $45 million for a new facility.