Housing Matters is a non-profit in Santa Cruz, CA. They use the “Housing First” approach to resolve homelessness in their county, an evidence-based approach that starts with helping people move into stable housing with no preconditions or barriers to entry.
In addition to Phase 1’s discovery session and communications strategy, I also directed Phase 2: an annual end of year campaign that is crucial for fund-raising. In 2022, I collaboratively positioned key messages, voice, audience, tone and execution expectations to support the development, strategy and campaign style. Along with the design director, I worked on concepts, directed the moodboards, and wrote and presented the pitch deck.
Peace, Love and Give a Damn! broke through traditional holiday themes, shook people up, and demanded attention while respecting the community and houseless individuals in the Santa Cruz area.
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Roles: Creative direction, art direction, campaign concept and naming