About the Campaign
Catholic Charities Launches Marketing Campaign to Create Greater Awareness for Programs and Services
BOSTON (March 1, 2007) ... Catholic Charities, Archdiocese of Boston today announced the launch of a marketing campaign aimed at creating greater awareness of the depth and breadth of programs and services provided by the agency. As one of the largest providers of social services in Massachusetts, Catholic Charities offers approximately 140 programs and services in 40 locations ranging from Basic Needs Emergency Services to child care and parenting programs to services for refugees and immigrants.
“Many people, including some of our most loyal donors, only know about a few of our services. We want them to know about the broad range of services Catholic Charities provides to nearly 200,000 people in need throughout Eastern Massachusetts each year,” said Kevin E. Broughton, executive director of Catholic Charities. “This campaign was developed to further educate those who know about the work of Catholic Charities as well as those who don’t.”
The campaign, which will feature the tag line “Discover the Work of Catholic Charities,” will use print advertising. Created by Hill Holliday, the print component of the campaign will launch in The Boston Globe on March 8. Each ad will highlight one of three primary areas of service: help for the poor and working poor, support for children and families, and assistance to refugees and immigrants. The ads feature a working mom looking in her cupboard full of food, children playing on a swing set at a child care program, and a counseling session: each of which are encrypted in a subtle stained glass window. The ad copy encourages people to “Discover the Work of Catholic Charities” and offers a brief description of the particular service featured as well as general information about the agency’s work. The work by Hill Holliday was done pro bono.
In addition to the advertising component, a broader direct mail campaign, produced by Newport Creative Communications in Duxbury, will be mailed in early March. The marketing campaign also includes changes to the website and a number of grassroots efforts geared toward educating the public on the work and impact of Catholic Charities.
“This is an exciting time for Catholic Charities. It’s the first agency-wide marketing campaign we have ever kicked off,” stated Jeff Kaneb, chairman of the Catholic Charities Board of Trustees. “We think it’s important to let people know exactly how Catholic Charities is making a positive impact on the lives of so many in our communities.