Overview - The National Center for Children in Poverty is a research based association that aids children starving of hunger, needing love, and craving acceptance. This campaign shines a light on this organization and brings awareness to the fact that anyone can help with this crisis by simple donating to the research being facilitated there.

Each of the three magazine ads feature 2 words. When the red tab is pulled, the first word becomes a new, happier word. It calls to action the reader to donate to the NCCP because it is "as easy as pulling this tab."

The words are symbolic of the feelings and situations that many children right here in the U.S. are going through. To bring this to light, each ad's paragraph discusses a specific aspect of those situations in relation to the words chosen.

Hungry to Happy

Lonely to Loved

Voiceless to Valued

This piece would be sent to a person who donated to the NCCP, thanking them for their donation.

This ad has a visual of an illustrated hand sliding up from the bottom and pulling down the tab to change Hungry to Happy.

Challenge - The Challenge for this project was to create an interactive print  and Digital ad campaign that truly captured the importance of this organization and how easy it can be for anyone to make a difference in a child’s life. The target audience was adults who have more than the necessities in life; anyone with a calling to do something good for the world.

Solution -  Simplicity was the key factor in solving the design challenge. The ease of pulling a tab was meant to symbolize the ease of donating money to the organization. This metaphor instills in the viewer how taking the steps to help a child in need are simple and quick. The radiant crimson  color was used to grab the reader’s attention and the tab was used because, well, who can resist pulling a big red tab? The transition from one word to the next was the hook. Instantly the viewer should feel as if they’ve already made a difference; hence the branded hashtag, #BeTheirTransition.