12 Days of Giving 2021

Client:

Bradbury Sullivan LGBT Community Center

Design: 

Branding, Illustration, Social Media Design

Bradbury Sullivan LGBT Community Center is the second-largest LGBT resource center in Pennsylvania. They provide many resources like health screenings, housing, safe spaces, community empowerment, training, and support networks.

At the end of every year, they host their annual 12 Days of Giving fundraiser to raise funds for new programs and events for the following year.

This is a digital-forward campaign that relies on staff and volunteers to encourage families, friends, and businesses to donate. Awareness for the campaign is made through social media, emails, and digital sharing. This year’s campaign focused on looking forward to an ideal future filled with equality and equity for all LGBT identities.

This campaign focused on illustrations as imagery as no photos could be used to protect the lives and identities of staff, patrons, and visitors, and was restricted to digital assets to save on production costs.

The Logo

The campaign’s logo focuses on the helping hand, and love given through support.

The colors from the intersectional pride flag were used to embrace individuals of all identities.

Illustrations

Illustrations were the only form of imagery that could be used in the campaign. No photos were allowed.

The illustration style is simple with heavy line weights to create imagery that is fun and loud.

The illustrations were created to support the various types of programs the center provides like arts, health, pride, youth, community, and support services.

Web Graphics

These assets were dispersed through every method via the web. They were used on the centers website, donor pages, email campaigns, text chains, and more.

Creating a modular design made it easy to swap information, illustrations, and colors making them customizable to wherever they were posted.

Social Media Campaign

Posts highlighting a different reason to give were shared daily during the campaign. Donors could donate based on the days that meant the most to them.

Posts were shared all over via followers’ stories, screenshotted and posted to different platforms, and via direct messages.

Digital Stickers

Digital stickers were initially created for staff to use on their donor pages, and to share via email and texts.

They were later added to social to encourage donors to share the word and create buzz.

Outcome

Despite the simplicity of the design and the campaign being held in a digital-only space, Bradbury Sullivan Center raised over $40,000 throughout the twelve days. They beat their original goal of $30,000, and continued to generate donations once the campaign concluded due to posts continuing the be shared and circulating through social networks.