Having launched Weizmann Canada’s direct response program with the “WOW” donor appeal, it was time to create a Planned Giving mailing to inspire supporters to think of leaving WC a legacy in their will. The challenge? Making  the connection between Weizmann Institute scientist’s fundamental research and the amazing benefits they lead to in many areas that affect our daily lives.

At my creative meeting with WC, it was (as is often the case) an anecdotal aside that led to the creative concept that would ultimately prevail. One of the Weizmann scientists had mentioned that in order to be excited by fundamental research, one must essentially be a dreamer, because it’s impossible to know exactly where a discovery may lead. Upon hearing this, I immediately thought about John Lennon’s “Imagine” and how the lyrics fit so well with the message WC was trying to get across to donors. Profiles of several scientists are the highlight of an insert that expands on the concept “You may say I’m a dreamer, but I’m not the only one”.