Could we reposition United Methodist Children’s Home (UMCH) in Northwest Florida counties to ensure its health, vitality, and sustainability by making it local?
For many kids in the foster system—or in danger of entering the foster system—stability can be an unfamiliar concept. Feelings of security and care can be as limited as it can be elusive. The EFK creative campaign aimed to simplify the grave need for compassionate foster parents with messages that highlight the one simple truth: that for many kids, all they need is to feel safe, feel loved, or feel wanted.
From there, idgroup worked to introduce the renamed organization, Embrace Florida Kids (EFK) via an integrated communications campaign built to increase awareness of the organization, its new brand, and its services in a specific geographic footprint.
In February of 2020, Embrace Florida Kids launched its branding campaign across digital and traditional media channels. As a result, Embrace Florida Kids created a sustained connection with new and existing audiences. Although faced with challenges from the coronavirus pandemic, idgroup developed a secondary strategy that helped EFK increase donations by 50% YOY during a time when nonprofit revenue saw a 15% decline nationwide.
Branding from the Core®, Naming, Visual Identity, Brand Standards, Website, Marketing Collateral, Digital, and Traditional Campaigns, Custom Photography & Videos, Social Media Content, Graphics and Media Strategy
American Advertising Awards Gold ADDY, Integrated Brand Identity Campaign
"idgroup brought our new brand to life. The brand’s fresh look and prevalent advertising within the community-generated the brand awareness needed to develop more conversation around Embrace Florida Kids and our mission.”
Marketing Director, Embrace Florida Kids