Creative Brief

Introduction

Peruvian Hearts is a nonprofit organization that works to end poverty and gender inequality by educating young women and creating community leaders in Peru—one girl at a time. Peruvian-born Ana Dodson, who was adopted from Peru when she was a baby, developed the organization. Ana revisited Peru with her family as a young girl, and realizing the conditions she would have lived in as a Peruvian orphan, was inspired to generate change and awareness for the girls who were living in the exact conditions she was rescued from. Ana founded Peruvian Hearts at the age of 11.

The focus of this IMC plan is to help donors experience a similar personal connection with the needs and opportunity to make a difference. Since PH’s beginning, Ana’s work has been catapulted into the spotlight through mainstream media outlets. Though PH has enjoyed a large amount of international exposure, the organization is looking to refocus the brand in an effort to generate more focused awareness around the inspirational scholars it serves and increase donations to continue to work with these girls.

About This Brief

This creative brief summarizes the opportunity, target audience, and objectives of the parent IMC plan. It outlines brand and messaging guidelines to direct the creation of communication materials. Finally, it includes sample deliverables that serve as a starting point for the creation of those communication materials.

Opportunity

In 2015, PH will see its first four scholars graduate. This first class, as well as PH’s refocusing on the mission of Peruvian Promise, provides an opportunity for PH to generate brand and identity awareness within the greater donor community in America. While there are other organizations with efforts similar to those of PH—to educate young girls and empower them to not only realize their dreams, but to go after them—PH is unique in that it was founded by a young, Peruvian-born girl, and that they work to generate change in Peru through creating community leaders. Such initiative and drive is proving to be a great inspiration in motivating others to act.

Objectives

1. Generate awareness
2. Create personal connections

Target Audience

The collaterals we recommend are designed to resonate with the individuals we identified in the target audience section of this document. The target audience includes:

Believers	Experiencers
18 -30 years old Mostly female Socially and politically active Globally and grassroots motivated	35+ Years Mostly male Values education Well-traveled

Message Theme

A central theme of Peruvian Heart’s unique selling point is “girl power.” In order to consistently convey the unique selling point and brand position of PH across all materials and channels, the team has developed a message strategy focused on the power that lies within each individual Peruvian Hearts girl. Key elements of the message theme are:

• Girl power
• Education and leadership
• Dreams and hopes

Brand and Creative Elements

The brand and creative elements are outlined below with the purpose of reflecting and conveying the brand position statement with a unified voice and tone. Based on traits of the target audience and PH’s mission the creative elements should reflect:

• Girl power/empowerment
• Femininity
• Peruvian culture

The creative elements and messaging should appeal to the audience’s ability to:

• Create change
• Instill confidence
• Provide opportunity