Truth In Marketing
Truth In Marketing
Client: Henry Ford Health System Development Office
Agency: Vaccine Creative
Creative Director: Jim TerMarsch
Creative Supervisor / Account Executive / Writer: Ryan Poquette
Art Director: Lauren Atherton
CHALLENGE: The client needed a statement piece for an initial VIP meeting to help drive donations for South of the Boulevard – an initiative to rebuild and transform the rundown Detroit neighborhoods around Henry Ford Hospital. They wanted a piece that would lay flat when viewed, making it easy for their executive audience to review.
SOLUTION: We developed a four-panel gatefold brochure that lay flat when fully opened. On the gatefold teaser panels, we included two positioning blocks of copy – the “Innovation” and “Inspiration” sections that needed to be included in most Development-branded pieces. In the inside center spread, we featured a blown-up map of the potential Detroit development area, using inset photos with small blocks of description copy to highlight how each of these areas would be transformed through donations. The piece was very well-received by both Development and potential donors, and was reprinted multiple times for future fundraising meetings.