We saw a way to take an enormously complex subject
and make it simple and
deeply relevant.
  • Challenge: We had to find a way to position its work and raise millions.
  • Strategy: Identify what the massive and multiple public health agendas all ultimately mean to one individual.
  • Big Idea: "Your life depends upon it." The fundraising articulation of this positioning was "Give as if 'your life depends upon it.' Because it does."
  • Result: The campaign was instrumental in helping University of Michigan
    School of Public Health meet their goal.