AIDS Foundation of Chicago
Change the story
AIDS Foundation of Chicago has been been a leader in the fight against AIDS in Illinois for over 25 years. To create awareness and promote fundraising, AFC hired Substance to develop an online and print campaign targeting current and lapsed donors.
We came up with the theme "Change the Story" to show how joining AFC in their fight against AIDS can affect measurable and powerful outcomes. The art direction leads readers to expect a sports or news story, but a statistic about HIV/AIDS provides a powerful and memorable twist to get them engaged.
Signage
Public signage was site specific so that content of the headline message aligned with the media buy. For instance, the sports themed ads ran around Wrigley Field, Soldier Field and the White Sox stadiums. The "Now Playing" themes ran in the theatre district of the Chicago Loop.
Transit Advertising
This ad was used on Chicago Transit Authority trains and platforms.
Direct Mail
A direct mail campaign carried the message to lapsed and current donors.
Annual Report
We extended the Change the Story theme by applying it to their 20th anniversary annual report. This capitalized on the newspaper theme even further by printing on newsprint style paper at an oversized tabloid size.
