#theorangebox Final Book (PDF)

#theorangebox
Now shipping

Brief:
• Create a general awareness
campaign for Care
• Appeal to a younger
demographic.
• Empower individuals to feel
connected
• Incorporate a partnership
with UPS - this could have
something to do with the
CARE package.
• Inspire a demand for Care
packages

History of Care & UPS
• Helping to fight global poverty for over 20 years
• UPS helped CARE implement a software system
that tracks global projects and supplies.

“We have logisticians that
have accompanied CARE
to far-flung locations in the
world where they operate,”

says Eduardo Martinez,
president of The UPS
Foundation. “In the area of

preparedness, we have been
able to develop technologies
that help CARE track their
commodities more effectively
so they can more efficiently
run their supply chain.”

Target Audience
• Milennials (ages 18-25)
• Individuals who have never heard of Care

The Big Idea
• When you see orange, you think CARE
1. Generosity
2. Urgency
3. Prosperity
• Outdoor advertising
• Social Media
• Event/PR
• Realtime website
• Merchandise
• UPS in-store locations

#theorangebox

Packaging

Bus stop

Billboards

Care
Outdoor

Building wraps

Bus-side

Print ads and
Mailers

Letters

Magazines

Event