Non-Profit Advertising Series, The Innocence Project, Print Advertising Project
for Advertising I, Fall 2016
Project Description:
Develop a series of four quarter page ads for a non-profit organization. The purpose of the series is to make people aware of the mission and services of the non-profit organization; in other words, tell a story. Also, appeal to people to donate to a worthy cause. Why should I care about your non-profit and donate money or time to your cause instead of another.
For my project, I chose to create a campaign for the Innocence Project (http://www.innocenceproject.org/). The Innocence Project works to exonerate wrongly convicted prisoners and reform the criminal justice system to prevent future injustice. My campaign's goal is to show how time is warped inside prison, similar to the old phrase, 'the years are short, but the days are long.' The first three ads show sunlight through a barred prison window. The first ad, morning light, the second, noon, the third, evening light. But at the bottom you see each ad represents a different year, decades apart. The final ad shows a close up of the sunlight with a direct quote from a wrongly convicted man that was exonerated by the Innocence Project, with a short description of the organization, their website, and logo.
