hungry. afraid. alone.

Jewish Family & Child offers the Greater Toronto Area’s large and diverse Jewish community counseling services and educational programs to address issues of poverty, violence, and abuse.

A  timely communications audit and Strategic Plan provided a wealth of insight into JF&CS organizational culture, as did the perspective of the JF&CS team. The challenge? Raise awareness of the fact that the Jewish Community experiences identical rates of poverty, abuse and neglect as the general population.

On the envelope is “Ben, 13” in a suit jacket looking glum. The tagline: “Today I am…”  evokes the phrase “Today… I am a man” uttered by nervous 13 year-old bar mitzvah boys through the ages. The irony of this “inside joke” is revealed within the fold-out brochure – the boy is seen beside a large headline: “I am hungry”…  and a statistic: 13% of GTA Jews live in poverty. Other panels focus on woman abuse and isolation of the elderly. On the reverse, supporter profile photos and testimonials connect to both the donor and the clients. A  re-designed reply form maximizes donor engagement, and a customized letterhead adds polish to the campaign. See the online component of the campaign here.