Gabrielle Calderon

Gracie Shuman
Haley Boerger

Creative Brief

Creative Strategy Statement: To persuade white collar adults that Habitat for Humanity will
support and provide for those in need in Virginia because of donations and support from local
ReStores.

Audience:
Demographics: white collar business men and women; adults over the age of 30; may
have kids, but have disposable income
Psychographics: Independent, value family and helping others, engaged in the
community, busy (may not have time to volunteer on site)
Geographics: Northern Virginia, Charlottesville, Alexandria, Fairfax

Brands competitors:
The brand as a non-profit may not have direct competitors doing exactly what they do, but they
are competing with other organizations that are asking for volunteers or donations. Other
organizations include Red Cross, Global Giving, Americares

Audience Currently Thinks:

The audience currently thinks they have to volunteer to make a difference in the organization, or
that the organization only builds houses to provide relief and support. They see the brand is
reliable and valuable organization.

Want Audience to Think:

As a brand, we want the audience to know they can give back from the comfort of their home,
and they can open their hearts without actually going on site to volunteer. Since the audience
may think they have to volunteer to give back, we want to let them know of alternatives such as
donating items at a local ReStore.

Big message
They can participate in Habitat for Humanity by supporting those impacted through donations of
supplies to local ReStores.

Brands positioning
The brand is known as reliable, helpful, trustworthy, and giving.

Brands Unique Selling Point

The brand is unique and stands out because they are not just looking for either fiscal donations
or volunteers. They have the opportunity to do one or both! As a non-profit, the organization
serves communities globally and provides aid to individuals in various ways. Their mission
statement proves their unique selling point through their focus on strength, stability, and self-
reliance. They even have their own stores that collect donations and give funds from sales.

Brands Character & Personality:

The brand is a charismatic, optimistic, genuine, and personable one. If the brand were a
celebrity, they would be Meryl Streep. She not only a philanthropist, but she is also a caring,
respectable, and influential woman. She resembles a service-minded individual. She would be a
coach to others she is able to reach out to large audiences and is very approachable. She
would speak with an encouraging, reassuring, persuasive yet comforting tone.

Tone of Voice:
The tone of voice will be solemn and realistic which then shifts to uplifting, hopeful, optimistic,
and honest. Overall, the tone of voice will maintain simplistic.

Tactic:
The ad will be a radio ad, print ad, TV ad, and pre-roll ad. It will use a multi-voice format with
sound effects. The ad will begin with realistic, shocking events that will pull heart strings.

What kind of campaign will generate press and create buzz?

An overall emotional appeal through different media will create buzz. Using pre-roll on Youtube
or TV ads will generate buzz. Print ads will also be a strong medium as our audience is well
educated and would read magazines.
Habitat for Humanity
Print Ad:

Headline:
Damage
Injuries
Loss
Safety
Support
Hope

Body Copy:
You can be the hope.

Habitat for Humanity works in 1,400 communities across the United States, improving lives and
giving back. You can be a part of the change in someones life. Gather clothing, tools, furniture,
and appliances. Donate supplies to your local Habitat for Humanity ReStore. All the proceeds
go to rebuilding strength, stability, self-reliance, and shelters for families in need. Contact your
local ReStore to set up a time for our team to pick up your donations.

Mandatories:
habitat.org or habitat.org/restore
1-800-HABITAT (1-800-422-4828)
Habitat for Humanity NOVA
:10 Pre-Roll
You Can Be the Hope
VISUALS:
1. (MS) WHITE BACKGROUND WITH
A PILE OF HOME AND
CONSTRUCTION SUPPLIES ON
THE FLOOR.
2. A HAMMER IS TOSSED INTO THE
SCREEN, CRACKING IT.
3. (MS) NOVA RESTORE TRUCK
PUSHES CRACKED SCREEN
AWAY WITH FALLING GLASS.
4. INDIVIDUALS DONATING THEIR
SUPPLIES, PILING BOXES INTO
THE RESTORE TRUCK, AND
HABITAT FOR HUMANITY
WORKERS.
AUDIO:
SFX: (up and under) rustling of objects,
hammer hitting and cracking the screen,
glass cracking
MAN: (VO) LOOK OUT!!!
SFX: (up and out) truck engine starting,
honks, (simultaneously) glass falling and
hammer hitting the ground driving sound
of truck.
ANNCR 1: (VO) washed away homes
Loss...
MUSIC: (up and under) (hopeful music)
ANNCR 1: (VO)
recovery
hope
ANNCR 2: (VO) Visit habitat.org/restore...
Be the change in someones life.
Habitat for Humanity NOVA
:30 TV
You Can Be the Hope.
VISUALS:
1. (WS) VIDEO FOOTAGE OF A
HURRICANE HITTING HOMES.
DEMONSTRATES THE KIND OF
DAMAGE NATURAL DISASTERS
HAVE ON HOUSES
(TRANSITION TO CU) SHOWING
FAMILIES IN NEED, CHILDREN,
MOTHERS, GRANDPARENTS,
ETC. LOOKING SAD AND LONELY.
(BLACK AND WHITE)
2. (MS) HABITAT FOR HUMANITY
WORKERS, WORKING ON
HOUSES AND HELPING
FAMILIES. RESTORE TRUCK
PULLING UP. (FADES INTO
COLOR)
3. BLACK SCREEN WITH TEXT:
YOU CAN BE THE HOPE ON TO
4. VIDEO OF PEOPLE DONATING
SUPPLIES IN THE RESTORE AND
INTO THE RESTORE TRUCK.
AUDIO:
MUSIC: (up and out) (instrumental music)
ANNCR 1: (VO) collapsed roofs...
washed away homes
water damage
displaced families
injuries.
loss
MUSIC: (up and under) (hopeful music)
ANNCR 1: (VO) safety
recovery
stable walls
support
security
smiles
hope
ANNCR 2: (VO) You can be the hope.
ANNCR 2: (VO)
Gather clothing, tools, furniture, appliances.
Visit habitatnova.org/restore
to find your local restore.
Be the change in someones life.
MULTI-VOICE

DATE:
CLIENT: HABITAT FOR HUMANITY
JOB #: :30 sec Radio
RE:

SFX: (UP AND OUT) (FALLING WOOD AND SHINGLES)

ANNCR 1: COLLAPSED ROOFS...

WASHED AWAY HOMES...

WATER DAMAGE...

DISPLACED FAMILIES...

INJURIES...

LOSS...

SFX: (UP AND UNDER) (HOPEFUL MUSIC)

ANNCR 1: SAFETY...

RECOVERY...

STABLE WALLS...

SUPPORT

SECURITY...

SMILES

HOPE

ANNCR 2: YOU CAN BE THE HOPE.

DONATE SUPPLIES OR FUNDS TO YOUR LOCAL HABITAT.

VISIT HABITAT.ORG/RESTORE TO FIND A RESTORE NEAR YOU.

BE THE CHANGE IN SOMEONES LIFE.