Child Welfare League Foundation Design & Branding DREAM:HOME by Hufax Arts

DREAM:HOME

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market China
Agency Hufax Arts
Copywriter Alain Hu
Released August 2010

Credits & Description

Category: Illustration
Advertiser: CHILD WELFARE LEAGUE FOUNDATION
Product/Service: CHILD WELFARE FOUNDATION
Agency: HUFAX ARTS
Date of First Appearance: Nov 1 2010
Entrant Company: HUFAX ARTS, Taipei City, CHINESE TAIPEI
Creative Director/Art Director/Designer: Fa-Hsiang Hu (hufax arts)
Account Director: Kai-I Lee (hufax arts)
Copywriter: Alain Hu (hufax arts)
Media placement: Poster - Bossini Store, Eslite Book Store, Pageone Book Store, 7-11 Convenience Store - 1/11/2010
Media placement: Lightbox - Taipei MRT Station...etc. - 1/11/2010
Media placement: Print Ads. - Dpi Magazine...etc. - 1/11/2010
Media placement: Dm - 7-11 Convenience Stores - 1/11/2010
Media placement: Cool Card - Eslite Book Store - 1/11/2010

Describe the brief from the client
The Child Welfare League Foundation is a non-profit organisation devoted to child welfare, both in the fields of direct and indirect services. In order to advocate for children’s rights and raise awareness of child welfare issues, they work on improving legislation, coordinating a network of related child welfare agencies and organisations, as well as monitoring the government’s child welfare system and policies, so as to create a better environment for our children.

Describe the challenges and key objectives
All children have dreams of their own, as all grown-ups do.
For those abandoned, their biggest dream is not only about the basic supplies for their living, but a real home that provides them with warmth, care, and protection.
The statistics reveal that the older the children are, the fewer the opportunities are for them to find suitable adoptive families. Take action and spread your love for abandoned children right now -before it is too late.

Describe how you arrived at the final design
Based on this concept, we extend the use of traditional Chinese calligraphy and ink drawings, in comparison with the modern painting by computer techniques, to present this issue. With the unique visual experience and the meanings introduced, we are keen to raise the public’s concern and devotion to accomplish abandoned children’s dreams of a home sweet home.

Give some indication of how successful the outcome was in the market
The Child Welfare League Foundation acquired a lot of positive responses and drew more attention to the children’s welfare and fundraising plan, and achieved the targeted amount earlier than scheduled.
The Child Welfare League Foundation accompanies over 200 children on the road to searching for a permanent home.