American Friends Service Committee
To advance their new strategic plan, the American Friends Service Committee (AFSC) needed a clear message to harness the moment and reach their supporters to create lasting change.
Together, Big Duck and AFSC created a campaign concept: The Moment of Truth, and a flexible slogan: Change Calls For Courage. After crafting the campaign’s story and visual brand, we developed digital and printed case statements to bring the campaign to life and secure $50 million by 2030.
A bold future needs a powerful campaign
AFSC’s ambitious strategic plan doubled down on their work with international peacebuilding, U.S. community organizing, youth leadership, and Quaker engagement to counter the continued threats of systemic injustice. To help achieve these specific goals, Big Duck designed a campaign that leaned on AFSC’s values, global experience, and legacy of social justice work. The Moment of Truth Campaign amplified AFSC’s new strategic direction while highlighting their courageous community and their dedication to humanitarian efforts.
Crafting compelling communications assets
To ensure an inclusive rebrand process, Big Duck collaborated with AFSC staff, community members, and volunteers around the world to create a suite of campaign collateral. The materials included a campaign logo and a signature photo filter that transitioned images from full color to black and white half-tone dots to visually echo the idea of history being made now. The campaign creative stayed true to AFSC’s historic brand colors, while also leveraging their powerful photography to emphasize pivotal moments from their history, as well as some of the many critical issues we face today.
Calling supporters to take action for change
The Moment of Truth Campaign provided AFSC with a tailored tool to invite supporters to invest in their mission and work together to achieve a just world. The campaign continues to support the organization in connecting with individuals who share their values so they can energize peace-building initiatives and reach their goals.