| Synopsis | Do you know what March of Dimes actually does? Most people could not answer that question. On top of that fact, people were unable to identify the association between the March of Dimes and one of its biggest fundraisers, the Signature Chefs Auction. So when we signed on to help the Dallas March of Dimes chapter with this annual event, we saw the opportunity to create a campaign that would bridge a link between the two. When you sign something, it marks your commitment. It says “ You can count on me!” or “ Yes, I’ll do that.” But for the March of Dimes, signatures mean so much more. They mean that research is done. Vaccines are discovered. And healthier babies are born. Just as the chefs have given their own signature to this event – in the form of their signature dishes – everyone can show their support by signing their signature. Centered around the tagline “Amazing things happen when you give your signature,” the campaign was brought to life through a beautiful illustration of baby – created by a collection of signatures – serving as a reminder that whether its a dish or on paper, you can make a mark in someone’s life and help improve the health of babies through your support to the March of Dimes organization. The campaign was communicated through a number of mediums including, postcard and email invitations, print collateral and a dynamic website that allows visitors to electronically sign their signature, which is then added to the baby illustration. Our campaign proved to be huge a success within the Dallas community, so much so, that it is going to be carried out on the state level and is in conversations to be implemented nationally. |
