Campaign Creation
FOUNDATION FORWARD
Foundation Forward was a book series and campaign to be produced in partnership with the National Center For Families Learning (NCFL). This series aimed to create pathways for individuals to interact with elements that illuminate the grave issue of educational inequity throughout many American school systems or programs.
Decision-making for this theoretical campaign series focused on allowing anyone to have a seat at the table. This campaign targeted average Barnes and Noble shoppers along with those living in major cities where NCFL has a larger footprint.
Intensive research was conducted to understand the issue of educational inequity and the impactful work of NCFL.
A primary campaign deliverable included jackets for selected Barnes and Noble Classics titles. To create these jackets attention was placed on using a typeface that aligned with the mission and vision of NCFL and on using imagery that anyone could identify with. The chosen typeface is Martin by Vocal Type.
New York City was a key area for both the NCFL and Barnes and Noble audiences—subway ads and other out-of-home marketing solutions were considered.
A landing page and series of ad placements within the Barnes and Noble site were also key opportunities for advertising to audiences unfamiliar with the mission of NCFL.