LIFELONG VALUE
The Brief
An ambitious California program is confronting intergenerational poverty. We have branded and positioned HOPE to raise public awareness, encourage youth enrollment and advance partnerships with local government and vetted community-based partners.
The Client
The California Hope, Opportunity, Perseverance, and Empowerment (HOPE) for Children Trust Account Program
Designed to serve some of California’s most vulnerable youth, the innovative program’s success begins with broad awareness about its mission and inclusive value.
Incorporating feedback from a Youth Panel of Experts, key message points are delivered through an integrated suite of print, video and online tactics targeted to potential participants, parents/guardians, educators and program partners.
Thousands of children in low-income families lack access to wealth, which studies show is the biggest predictor of future financial success. The HOPE program provides eligible children across California with their own economic asset: an individual account held in trust and early access to financial education.
A series of videos featuring California government officials and engaged youth explain how (and why) the program will prove effective.
A bright color palate underscores the optimism at the heart of HOPE. Across a campaign designed to reach a wide range of audiences, each tactic shares a common message:
Solid financial footing is the foundation of a brighter future. HOPE is the first step on the journey to fulfillment.
