Tree House Books is a non-profit, giving library, serving underprivileged children in North Philadelphia, aiming to ensure that every child has access to books. Our challenge was to raise brand awareness and increase the number of Temple University student volunteers, who cited a requirement as their reason for volunteering and distance as their primary obstacle to volunteering. Secondary research revealed that people were more likely to help a neighbor than they were to volunteer. Meet Your Neighbor positions Tree House Books as a local, convenient, impactful volunteer opportunity for students. The campaign would feature children served through THB, inviting the target audience not only to meet their neighbors and fulfill volunteer requirements but also have a lasting, positive impact on a child’s life. The campaign would be executed through SEPTA screens, print, and guerilla tactics like placing graphics on the sidewalk to enforce Tree House Book’s proximity to campus.
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