The McGrath Foundation has been a longstanding participant in the Dry July initiative, leveraging the sobriety challenge to further their mission of breast cancer support and awareness in Australia. While the collaboration between Dry July and the McGrath Foundation predates 2021, this was the pivotal year when I took the reins of the campaign's digital asset creation. Tasked with the responsibility of refreshing and co-branding the campaign, the objective was to ensure that the assets resonated with both Dry July participants and the McGrath Foundation's dedicated followers
To design and periodically update a suite of digital assets that seamlessly integrate the branding of both Dry July and the McGrath Foundation. The assets needed to be versatile, catering to a wide range of digital platforms, and encapsulate the spirit of the campaign: sobriety, support, and solidarity.
Asset Creation: A comprehensive list of assets was developed, ensuring coverage across all digital touchpoints:
Integration with McGrath Foundation's Brand Elements: A special emphasis was placed on integrating the McGrath Foundation's brand elements.
By understanding the essence of both brands and crafting assets that catered to their combined audiences, the campaign achieved heightened awareness and fostered a sense of community. The modern, cohesive designs ensured that the campaign stood out, driving engagement and participation, ultimately contributing to the McGrath Foundation.
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