merit
A fundraising social campaign for a non-profit that provides emergency shelter for homeless youth, highlighting that the homeless can "hide" in plain sight.
North Texas Giving Day is the largest community-wide giving event in the nation. Elevate North Texas had to attract attention amongst more than 3,000 participating organizations, with an almost non-existent budget to create assets. Trying to save every possible penny for our non-profit client was key, so we used AI for all the pieces; the goal was to make encourage viewers to donate to the charity while making them rethink "what homelessness looks like."
The campaign sought to spread awareness and generate donations for Elevate North Texas. To do so, Firehouse created powerful and thought-provoking imagery that captured the contrast of homeless young adults (18-24) who are "hiding in plain sight," attempting to lead normal and successful lives.
In 2023, the paid social campaigns reached over 420,000 users and achieved an average CTR of 3% (the average non-profit benchmark is a CTR between 1-2%), effectively spreading awareness about Elevate North Texas to relevant, engaged audiences and driving them to the website to donate. Because of the campaign, Elevate North Texas came within its goal of raising $20,000 during North Texas Giving Day to fund new accommodations for young adults experiencing homelessness. And, Elevate North Texas also saw an increase in end-of-year donations and memberships to their giving society.
Yes, these were created with Midjourney because the not-for-profit client had a very tight budget.
