Instead of justifying the organisation’s need for funds, we worked on showing how Federation responded to community demand.

Our concept was based around a ‘You asked, we answered’ theme, showing everyday relatable halachic challenges, paired with Federation’s innovative solutions.

Our teaser ad created intrigue by focusing on on a snapshot of  different services, while the rest of the series used visual scenarios of how the services benefitted everyday lives. The ads were not only raised funds, they also received great feedback from the community, such as, “Wow, we can’t imagine living without this.”

We developed a balanced and respectful tone that was befitting of such an organisation, without flashy sensationalism.