Cause Branding

Maintaining Relevancy

March of Dimes Rebrand

Double digit increase
in mission awareness
67 percent increase
in unaided brand awareness
Washington Post, New York Times & CNN

Challenge

Founded in 1938, the March of Dimes (MOD) has an impressive list of achievements. However, MOD was struggling to make its message and mission relevant to today’s mom. Over time, this iconic nonprofit with 99 percent brand awareness had dropped to an all-time low of nine percent in unaided awareness. It was critical that MOD connect with moms in a meaningful way.

Solution

The creative objective was to modernize the image of MOD and make the brand more relevant to moms by aligning with their values and interests. The communication focus had to highlight the solution, and we created a new brand tone and personality to reflect that. The brand had to be relatable with a personal and passionate tone. The mission has not changed, just the way it is communicated: MOD works tirelessly toward the day when all babies are born healthy. The fully integrated campaign included print, television, radio, PR, a refreshed website to reflect the new brand look, and rebranding of WalkAmerica to March for Babies.

Results

First-quarter comparison results, according to the Gallup Poll, showed double-digit increases in mission awareness with moms and a 67 percent increase in unaided awareness of the brand. The campaign received incredible responses from MOD staff, volunteers and corporate sponsors. Media relations results included positive stories in The Washington Post and The New York Times, and on CNN Nancy Grace, Fox and Friends and Inside Edition among others. The creative work was award-winning, including a Gold Addy, Adobe’s Site of the Day and was a finalist in the prestigious One Show.