NATIONAL ORGANIZATION ON FETAL ALCOHOL SYNDROME by BBDO Atlanta, BBDO New York/ BBDO Atlanta for NATIONAL ORGANIZATION ON FETAL ALCOHOL SYNDROME

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NATIONAL ORGANIZATION ON FETAL ALCOHOL SYNDROME

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Design & Branding
Market United States
Agency BBDO Atlanta
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer Bobby Pearce
Released September 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: NATIONAL ORGANIZATION ON FETAL ALCOHOL SYNDROME
Product/Service: FETAL ALCOHOL SYNDROME
Agency: BBDO ATLANTA
Date of First Appearance: Sep 9 2009 12:00AM
Entrant Company: BBDO ATLANTA, USA
Entry URL: http://www.nofasgeorgia.org
Chief Creative Officer: Bobby Pearce (BBDO Atlanta)
Design Director: Paul Huggett (BBDO Atlanta)
Senior Designer: Michelle Matthews (BBDO Atlanta)
Account Manager: Tami Dimond (BBDO Atlanta)
Media placement: Collateral - NOFAS Georgia's Pregnancy Pause Event at Georgia State University - 9, September 2009
Media placement: Online - Website - 9. September 2009

Describe the challenges and key objectives
Pregnancy is a difficult time – it’s an emotional and physical rollercoaster. Women go through so many sacrifices over those nine months that it tempting to reward themselves with a 'harmless' glass of wine. When the 'experts' tell these women that it’s acceptable to drink in moderation during pregnancy – they believe it. So simply telling them how harmful prenatal alcohol exposure would have fallen on deaf ears. Our message needed to resolve the obvious contradiction between their doctor’s belief and the truth - that even an occasional drink during pregnancy can be harmful to the unborn child – but in a non-accusatory, uplifting and hopeful way.

Describe the brief from the client
Create a logo/identity for the Georgia Chapter of the National Organisation on Fetal Alcohol Syndrome. It needed to be positive and upbeat while also portraying the importance and gravity of the organisation's vision: to help prevent serious lifelong birth defects and developmental disabilities caused by prenatal alcohol exposure.

Describe how you arrived at the final design
A mark was created that utilises the shape of a heart as the belly of a pregnant woman. As a symbol of love, the heart used in this identity creates a place of protection for the unborn child. Since NOFAS Georgia creates awareness and promotes statewide education for women, families, and experts in the medical profession to assist in preventing fetal alcohol spectrum disorders (FASD's), this execution felt both relevant and appropriate.

Give some indication of how successful the outcome was in the market
Both the organisation and the target audience were enamored with the design. They implemented it immediately in all communications including marketing and fundraising materials and the website. It was so well-received that our client, the Chairman of the Board of the Georgia chapter, presented it to her boss, the Chairman of the National Organisation, and recommended it become the National logo. We are still awaiting a decision.