March of Dimes

Poster

Challenge:
Every year, the Louisville chapter of the March of Dimes hosts a gourmet fundraiser called the “Signature Chefs Auction” to support the organization’s goal of preventing birth defects, premature birth and infant mortality. Last year, the event organizers wanted to use celebrity photos from the 1950s, when the national March of Dimes Foundation worked to eradicate polio. The challenge was to tie the images to the organization’s current mission and make them relevant to the dining event.

Answer:
Banners in the black-and-white photos and buttons worn by celebrities were highlighted to give prominence to the “Join the March of Dimes” message. An icon related to the celebrity in each photo featured a message designed to rally guests around the cause and encourage active participation in the form of donations. All banners, buttons and icons were all depicted in purple, the primary branding color for the March of Dimes. The strong response to the posters in Louisville led the Lexington chapter of the March of Dimes to use them for their fundraising event.
 

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