AIDS Foundation of Chicago
Change the story
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.
This ad was used on Chicago Transit Authority trains and platforms.
A direct mail campaign carried the message to lapsed and current donors.
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.