Join the Resolution

Join the Resolution

Campaign Identity, Moving Image
          Stroke Association wanted to rethink how they approached their annual fundraising run event. They found that 20 percent of participants fundraised over 80 percent of the event proceeds. Those motivated by the running event and distances were not engaged enough with the cause to raise money.
            The goal was to reposition the event as something to raise awareness of stroke and to​​​​​​​ get more runners raising more of the funds.
         An identity was developed that focused on the idea of strength in numbers – lots of people gathering for one common goal, but with a very personal call to arms – it is not a mass call to anyone and everyone, but a singular appeal to an individual who is close to, and has an understanding of, the cause. 
         The visual language includes a diagonal brush stroke that sits across each piece of collateral at the same angle. It is designed to be active, interruptive and slightly anarchic – harnessing the energy of the collective ‘resolution’. The diagonal brush stroke becomes the device that bridges the two types of image – stroke rehabilitation and running.
          The concept was rolled out across a broad spectrum of items including online advertising, email headers, posters and flyers, a booklet and a series of videos.

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