BREAKTHROUGH of greater PHILadelphia.
setting a critical foundation for college and career success.
Project Lead: Michelle Reyes Aleti
Regional Org Director: Michelle Palmer
Campaign Art Direction: Jeff Vash
Cinematography, Camera, Post Production: Jeff Vash
MISSION 1 :
launch
motivated and traditionally
underserved middle school students
on a path to top choice high schools.
MISSION 2 :
recruit
college students to teach,
building a pathway for
diverse, talented educators.
our PROCESS.
A campaign designed around heritage and a 30 year legacy.
Objectives:
Devise and launch campaign to recognize the 30th anniversary of Breakthrough Philly by conveying the organization's long-term mission and highlighting a 30-year demonstrated history of service to students and teaching fellows.
Primary communication of the long term organization mission goals, and impacts for students and Teaching fellows.
Solution:
Delivered three videos as part of a social media package, including marketing assets and rollout strategy. Each video took a different approach in conveying campaign objectives, emphasizing key messaging, emotional appeal, and logistical impact .
3 VIDEO creation, and social ASSET rollout, including testimonials from students and alumni.
“Over the past three decades, we have provided exceptional tuition-free academic enrichment programming to traditionally underserved students, training to develop future teachers, and pathways to success for all Breakthrough students. This milestone is a testament to the hard work and dedication of our Scholars, Teaching Fellows, families, partners, funders, staff, and board.”
KEY MESSAGE CAMPAIGN
The informational campaign overview video is an invitation to celebrate Breakthough Philly’s upcoming 30th Anniversary by establishing the purpose of the organization and conveying its accomplishments over the past three decades.
AFFIRMATIONS
Students and Faculty begin each morning with a series of positive affirmations and mantra. This is central to the core mission statement of the Breakthrough program, nationwide.
STATISTICS
Statistics and documented numbers are used to reinforce the importance and influence of the Breakthough progam. This evidence serves to highlight the scale and impact of their mentorship.
