The Catholic Charities Appeal is an annual fundraising campaign that supports the Catholic Social Services of the Archdiocese of Philadelphia. As the #1 provider of social and human services in the region, CSS relies heavily on private philanthropy. However, the “brand” for both the Appeal and CSS are not well known, even among Catholics.
Gillespie Group was tasked with developing a creative campaign that would “look and feel” very different from the style of creative previously developed for the Appeal. This campaign rhetorically asked people to ponder “who cares” for the poor, homeless, disabled, elderly, etc. The answer, of course, is “We Care.” Companion pieces of creative shared the “who cares/we care” message. Transit and billboards dominated the market and collateral tied the message together.