Friends of the IDF (FIDF).
The Challenge: (What Our Client Needed)
Friends of the Israel Defense Forces (FIDF) was established in 1981 by a group of Holocaust survivors to provide for the wellbeing of those who serve in the Israel Defense Forces (IDF) as well as the families of fallen soldiers. The objective of this print advertising campaign was to communicate to the American public that when one gives to FIDF, one is giving to an umbrella organization that provides for ALL the needs of the soldier. That includes providing an education through scholarships, supporting widows and orphans of fallen heroes, providing financial support to soldiers in distress and much, much more. In addition, the campaign would help position FIDF as an organization that not only helps thousands of soldiers and their loved ones, but supports and protects the entire State of Israel.
Our Strategy: (What Bottom Line Did)
To help the FIDF to get their message out to the public, we developed two different series of print ads. In the first series, creative headlines and taglines worked together with striking “historical” photography to catch readers’ attention and imagination. The second series uses color photos of actual soldiers with a different style of writing to highlight their individuality and humanity, in order to help make an emotional connection with readers. In addition to the creative work, Bottom Line also handled media placement for the print ads – a critical component for the success of the campaign. This included selecting media publications in key strategic regions around the country, negotiating print and online banner ad rates to get the best pricing and ensuring the right ads ran in the right papers on the right weeks.
The Result: (How The Client Benefited)
The campaign ran in numerous regional Jewish newspapers around the country. This helped position the organization, increase awareness of its mission and lay the groundwork in strategically important regions and cities. The ads were scheduled to run in advance of the key New Year fundraising season and before the organization’s Regional Galas. The benefit of the campaign included assisting the regional and national directors in achieving their technical fundraising and relationship fundraising objectives.
Friends of the IDF
Categories: Non-Profit, Branding, Advertizing, Campaign