Overview: This project was Good Thinking Atlanta’s pilot. In 1995 two Atlanta churches signed up to sponsor a class of 60 second graders attending A.D. Williams Elementary School near downtown Atlanta. Their sponsorship was part of thousands of other such mentoring programs begun in 1982 and supported by the I Have a Dream Foundation. By 2011, 50 of the original students were rising juniors at public high schools around the city. Many were looking forward to scholarships at local, state, regional and national colleges and universities. Funds to help support their academic needs through graduation were lacking.
Purpose: An integrated branding campaign to promote the success of these Atlanta students and raise awareness of need for additional financial support to help them academically and assist them in college applications and tours.
Deliverables: Unified messaging, original photography/portraits, strategic communications plans, new brand identity, website, and cohesive print and fundraising materials.
Results: At the Fall 2011 gala, and thanks to Jennifer Hudson’s surprise performance, the A.D. Williams Dreamers raised more than $250,000—enough to cover costs of needs through high school graduation.