Using a simple animated gif to catch the viewer's attention, images and text are shown individually as layers that builds up to form the final ad.
JUMA VENTURES
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Brand Positioning + Awareness Campaign
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A brand launch and awareness campaign to increase brand recognition of Juma and its mission, and ultimately generate donations.
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opportunity
Juma Ventures is a social enterprise who helps underserved youth by putting them on a path to a stable and successful future. Juma helps with getting their first jobs and provides them financial education. Despite their presence in more than 20 stadiums/arenas and their award-winning national youth development programs, there was no, or very little, awareness of Juma. This was a result of inconsistent branding and lack of focused messaging through the years.
On the foreground is Isaiah, who is a current Juma youth working as a vendor lead and at the back is Devyon, a Juma Alum who is now an Operations Manager at UPS.
solution
To re-invent Juma we developed the campaign, Making possible, possible. For those who grow up in poverty, in situations without role models or even neighbors to show them a better path, Juma can be the difference that makes possible, possible. And that changes everything. Using Juma’s bold brand colors and typography our key visuals were hopeful and aspirational. They featured current Juma participants on the foreground and Juma graduates in the background to show they are the proof of Juma’s success. The integrated campaign included print, digital, social media and collateral materials.
Using the multiple frames of a a carousel ad format, images and text are broken into individual frames that builds and leads to the CTA.
Using the multiple frames of a a carousel ad format, images and text are broken into individual frames that builds and leads to the CTA.
results
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>37 million impressions
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+1K employed from under-served communities (New Milestone)
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$3.9 M in social enterprise revenue earned
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$1.6M in youth wages
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