Heartland Alliance works to advance human rights and champion human dignity by focusing on three core areas: health and healing, safety and justice, and economic opportunity. The organization began in Chicago nearly 130 years ago and now works around the world to accomplish their mission of equity and opportunity for all.
Heartland Alliance is comprised of five different entities, and has the three core focus areas. Though the core mission of advancing human rights and championing human dignity connects to all of their work, the complexity and reach of their efforts needed a clear, unifying message that resonates with volunteers, staff, clients, and funders. That’s a lot to accomplish in a single campaign!
We quickly realized Heartland’s impact is most clearly seen and felt through the people they serve. While conducting site visits and research, we saw a real commitment to empower, to treat people with respect, and to uncover and support their talents and dreams. Many of their clients come from extremely challenging circumstances, but as one health care manager said, “We meet people where they are.” That statement informed the rest of our thinking for the campaign.
Together with Heartland we identified clients who overcame adversity and experienced transformative support through Heartland programs. We wanted to convey this feeling of “for one and for all” that we encountered in each place; people who were empowered as individuals, but connected to a strong, supportive community committed to their success. We filmed five individuals in Heartland locations, participating in programs, and also helping others. We used a narrative style and full, rich colors, combining them with a voiceover and music that supported this feeling of transformation and empowerment. The print campaign featured the same clients along with key messages, and was adapted for display on public transportation, on social media, and for web-based outreach.