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    Giving Campaign 2014

    10.01.2013

    In 2012 Microsoft celebrated the 30th anniversary of their Giving program and a stunning $1 billion in charitable giving. To keep up the momentum, the 2013/14 campaign saw a heightened emphasis on awareness and engagement—specifically amongst younger and newer employees.

    Our research showed that millennials are driven far more by the specific, tangible impact of their donations rather than just the act of giving itself. Not only that, but if you want them to give as generously as possible, don’t ask them to consider a gift to the annual fund. Instead, allow them to support the projects they care about and make clear exactly what impact they’re having.

    So we created a fun campaign featuring actual stories of employee giving represented in colorful, quirky, illustrative equations. With Microsoft’s matching program one cow really does turn into two, and demonstrates the potential to double the employee’s impact on the causes they’re interested in.

    Our poster executions were used to create a host of additional collateral elements to support the campaign including a video, t-shirts, laptop sleeves, window clings, badge pulls and thank you cards.

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