EVERGREEN & TAX CREDIT
Campaign
Free Arts for Abused Children of Arizona is a non-profit organization dedicated to transforming childhood trauma into resilience through the power of the arts. They provide creative and therapeutic arts programs for children who have experienced abuse, neglect, or homelessness. While their impact is profound, awareness of their mission remains limited.
ANDERSON has partnered with Free Arts on multiple initiatives to increase visibility, inspire donations, and drive volunteer engagement. Most recently, we developed two key campaigns: an Evergreen campaign to build long-term brand awareness and a Tax Credit campaign to promote their status as a Qualified Foster Care Organization (QFCO). Each campaign had distinct challenges and objectives:
- Evergreen Campaign: Free Arts is one of Arizona’s “best-kept secrets”—a distinction they aimed to change. Their previous creative did not effectively communicate who they were or what they did, making it difficult to drive engagement and recurring donations. They needed a refreshed, eye-catching campaign that clearly articulated their mission, encouraged donations, and attracted volunteers.
- Tax Credit Campaign: Free Arts wanted to leverage its unique QFCO designation to encourage Arizona taxpayers to donate through the state’s tax credit program. Their existing campaign needed a strategic refresh to better convey their impact and drive immediate action.
Both campaigns required a thoughtful approach to storytelling and a visually compelling creative direction that would resonate with new and existing supporters. ANDERSON set out to reinvigorate the Free Arts messaging, develop engaging concepts, and implement a strategic media plan to maximize reach and impact.
What We Did
STRATEGY
CREATIVE
SOLUTION
EVERGREEN CAMPAIGN
To build awareness and encourage donations, we evolved Free Arts’ existing visual identity by drawing inspiration from a previous Free Arts Camp Campaign, ensuring a cohesive look while injecting new energy into the brand.
Our art direction took on a scrapbook-inspired visual style—layering graphic elements with photography—to create a vibrant, playful, and emotionally resonant aesthetic. The mixed-media approach evoked a sense of creativity and transformation, mirroring the impact Free Arts has on the children it serves.
To make an immediate emotional connection, we featured joyful, engaged children immersed in artistic activities, from painting to playing music—showcasing the tangible outcomes of Free Arts’ mission.
We anchored the campaign messaging with a simple but powerful structure: “A place for…” Each headline reinforced Free Arts as not just an organization but a real, safe, and empowering space where children heal and thrive through creativity.
Together, these creative elements positioned Free Arts as a place where transformation happens—a sanctuary where vulnerable youth find support, healing, and self-expression through the arts. A strong call to action invited donors to be part of that impact, reinforcing that every contribution helps create a place where Arizona’s most vulnerable children can thrive.
TAX CREDIT CAMPAIGN
Building on the strong foundation of our Evergreen campaign, we extended its visual style and messaging to create a cohesive yet distinct campaign focused on Arizona’s tax credit donation opportunity. This campaign maintained the scrapbook-inspired aesthetic, using layered graphics and photography to capture the joy and transformation Free Arts provides.
To maximize engagement, we developed a mix of static and animated assets, leveraging motion in Meta carousels and stories to create a more dynamic and eye-catching experience. These animations brought the creative elements to life, reinforcing the idea that every donation fuels real change.
The messaging was direct and actionable, ensuring potential donors clearly understood the financial benefits of giving. Headlines emphasized the power of tax-deductible donations, making it clear that supporters could not only uplift vulnerable children but also receive a dollar-for-dollar tax credit in return.
By combining compelling storytelling, engaging motion design, and clear calls to action, this campaign made it easy for donors to see the impact of their contributions—and take action before the tax deadline.
RESULTS
The Free Arts campaigns brought the brand to life with vibrant, engaging creative that resonated with supporters. The Evergreen campaign reinforced Free Arts as a place of healing and transformation, while the Tax Credit campaign made it easy to see how donations directly change lives.
