DANA MICHELL
communications + marketing
copywriting
& editing
A WOMAN'S JOURNEY
As part of its rebranding, Woman's foundation needed a general piece that could give prospective donors an overview of the organization.
Instead of describing each of Woman’s programs and services, I framed them according to how a woman might use them in her lifetime. This was a great way to highlight how Woman’s is there for life’s exciting moments as well as the challenging times.
"The woman" throughout the piece doesn’t have a name, and the pictures throughout are of different women. This was carefully considered to allow potential donors to connect with this hypothetical woman and her experiences through the copy, yet leave her actual identity open to interpretation – perhaps a family member or friend of the potential donor.
This piece won the Jacqueline Leonard Award for Writing Excellence from the Louisiana Hospital Association.
DEVELOPMENT ANNUAL REPORT
Woman's Development Annual Report is an homage to Woman’s Hospital donors.
We used a “words” theme in the graphic design as yet another way to thank donors and remind them of their importance. Words such as embraced, comforted and hope were used as part of the design; these positive words convey Woman’s – and our patients’ – appreciation for our donors. In the features, baby Kaynan was “blanketed” by donors; cancer patient Anica was “supported” by donors; and the donors “radiated” words that may compel others to donate.
This piece won a Professional Gold Addy award for copywriting from the Baton Rouge affiliate of the American Advertising Federation.