DC Habitat for Humanity
Building a Brighter Future
Challenge
We were asked to help develop the brand and related print and digital assets for Habitat for Humanity of Washington, D.C.’s (DC Habitat's) new campaign, Women Build: She Nailed It. This new campaign, which would promote affordable homeownership for low and moderate-income women in the District, needed its branding to represent the numerous qualities and attributes that women utilize in creating homes for themselves and their families, in addition to the ways that women's roles have evolved as homemakers and homeowners over the past several decades. Feelings of empowerment and strength were the inspiration for this new DC Habitat campaign.
Approach
The words we chose to represent the campaign and the women behind it needed to resonate within and beyond the community to create a ripple effect that would predicate the campaign's success. We aimed to convey a positive, uplifting message that would translate to both fundraising success and high community engagement, which would be easy to share on social media and other mediums. As you build a home from scratch, you need Stability, Strength, and Community, while gaining a sense of Empowerment, all of which leads to Brighter Futures. These words framed the campaign and stood proudly on t-shirts, signs, and other promotional collateral.
Impact
The six-month campaign, which launched on International Women’s Day in 2017, surpassed its $500,000 fundraising goal, and was even supported by all former and current First Ladies of the U.S., several Members of Congress, DC Mayor Muriel Bowser, and hundreds of volunteers and other supporters. In the fall of 2017, 300 people attended a celebratory fundraising event, and social media was buzzing throughout the celebration. More than two dozen all-volunteer builds provided homes for many newly-empowered women ready to make a brighter future for themselves and their families.
