Campaign Development | Audience Analysis | SOCIAL MEDIA STRATEGY | MEDIA OPS | fundraising | CONTENT DEVELOPMENT

Love is our nature. It is the essence of every human being.

“Wayfarer and My Intent will partner on a social good campaign aimed at inspiring people to remember that as we’re sheltering in place, many people living on Skid Row don’t have the same luxury. And while these folks may be experiencing homelessness, they’re not outsiders - they’re our neighbors. We Need a campaign that will focus on the importance of healthy food and activate community members to donate funds and PPE to benefit Skid Row.” Wayfarer Foundation

A cliché in many agencies are the campaigns and the messaging they generate change lives. Working with The Wayfarer Foundation, the messaging is completely opposite. The Wayfarer Foundation is the one changing lives - Chukbox just got the opportunity to tell their story.

Since 2014, The Wayfarer Foundation has been transforming the way communities see and respond to the needs of people experiencing homelessness. The most forward-facing aspects of the Foundation are the annual Carnival of Love and their weekly Skid Row outreach program, Be Love Give Love, which was founded in 2020 in response to COVID-19.

The challenge Chukbox was served was to develop messaging and strategy to support the Wayfarer Foundation’s new Be Love Give Love events through social coverage and updated donation feed.

The new campaign needed to focus on four key goals for success: increase brand awareness; develop an evergreen social media strategy; create new media opportunities; and develop an education element helping people understand the success stories of The Wayfarer Foundation; helping Skid Row residents find jobs and permanent housing.

Working in parallel with the Wayfarer Foundation’s internal Creative Director, the campaign design resulted in an image-driven campaign showing the organization’s impact while telling the stories of Skid Row residents.

We relaunched The Wayfarer Foundation brand, updated and refined the brand’s forward-facing communication, and developed the organization’s humanistic story telling. Together with Wayfarer Foundations’s PR & Marketing team, the campaign’s results amplified the team’s exposure and relevancy.

Projects completed during 2020 planning and execution included:

• Strategic Planning For Master & Three Sub-Campaigns

• Campaign Creative Direction

• Social Media Content Planning

• Editorial Calendar

• Social Media Strategy & Channel Posting Outline

• Traditional and Social Media Outreach

• Website Architecture & Development