#theorangebox
(Brief)-Create a general awareness campaign for CARE International incorporating a partnership with UPS for a younger demographic that inspires a demand for care packages and empowers individuals to feel connected. (Idea/Execution)- For over 20 years CARE International has been helping to fight global poverty. With the help of the UPS foundation, the philanthropic arm of UPS established by Jim Casey in 1951, UPS helped CARE implement a software system that tracks global projects and supplies. Utilizing this familiarity and prior connections built helped establish #theorangebox campaign. The campaign will be a Launchpad for a new interactive real-time microsite, outdoor advertising, social media, events, merchandising, stationary/mailing materials, and UPS store overhauls. The main focus of the #theorangebox campaign is brand identity and color association. “When you see the color orange you should think CARE.” The campaign promotes generosity, prosperity, and urgency by establishing and emphasizing the importance these qualities to a younger demographic. When indivduals purchase regular #theorangebox shipping boxes in our UPS in store locations, we will send a #theorangebox care package donation and message on your behalf to a struggling community of your choice from around the globe.(You buy an orange box and well send one) Donations range from education to livestock, farming, or infrastructure and #theorangebox’s can be tracked in real-time on our interactive micro-site which also allows individuals to get involved as well as a platform for people to donate.