Midwest Animal Rescue & Services (MARS) needed to “build their bench” of fosters due to a drastic decline after Covid. Through my discovery, I learned most people had many barriers to fostering. This defined the central strategy of the new campaign—dispelling common foster myths and misconceptions. Although rescue was (and still is) in a state of crisis, my focus was shifting the mentality from desperation to empowerment and inspiration. Knowledge = confidence for humans who can make a difference.

The new campaign also provided an opportunity to build more consistency and cohesion in the organization’s branding (fonts, colors, photography and graphic elements using their existing logo as the foundation).