Victoria, age 10
Ainsley, age 9
Axel, age 7
Diana, age 16
The brief
The mission of St. Jude Children’s Research Hospital is to advance cures and means of prevention for pediatric catastrophic diseases through research and treatment. No child is denied treatment based on race, religion, or a family’s ability to pay. They accomplish this largely through donations.
My objective was to pull at people’s heartstrings so they would donate. Birthday cards emphasize the fact that not every child gets to make it to their next birthday, but with a donation, it might be possible. Each cover of the card showcases art created by real St. Jude patients, representing the child they could be helping.
services
Guerrilla Advertising
Cover Design
Copy Writing
objective
Each cover was obtained through the Patient Art Gallery and modified into cards. The message is added inside with a written link and QR code, along with statistics to solidify trust in St. Jude’s mission and impact.
The cards are printed and slipped into the birthday section at any store, whether it’s a CVS, Walgreens, or Target. Those shopping for younger loved ones will feel sympathy for kids in need of St. Jude's services.
This technique is a bit sneaky in true guerrilla advertising style. It’s cheap, fast, and effective. However, may not be appreciated by store owners.
cross - promotion
A way to use the cards in a non-sneaky way would be a cross-promotion. These are trick cards, but St. Jude could partner with Hallmark or American Greetings, so the proceeds could go to the research hospital every time a card is purchased.
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