Against all odds, women bloom in difficult situations, no matter the degree of adversity. CARE International wants to celebrate this powerful spirit by empowering women with real stories of triumph. We chose Ilhan Omar, Rebecca Walker, and Rose Mapendo to drive the campaign forward and inspire audiences to bloom, even when the odds are against them. The pitchbook gives an in-depth explanation of the campaign's activations

2. TABLE
CONTENTS
Research ................................................................... 1
History.................................................................... 1
Stories of Truth .................................................... 2
Target Audience .................................................. 3
Conceptualization .................................................... 4
Campaign Timeline ........................................... 5
Phase 1 Outreach .................................................... 6
Festival ..................................................................... 8
Event Schedule .................................................. 9
Flower Power .................................................... 10
Campaign Ads ................................................. 11 - 13
Social Media ................................................... 14 - 15
Women’s March Installation .......................... 16 -17
Conclusion .............................................................. 18
Biographies ...................................................... 19 - 20

3. HISTORY
LAST YEAR Just last year CARE helped
lead an initiative to supply
$1B in U.S. humanitarian
support globally.
CARE formed in 1945
Less than a month before
WWII’s infamous D-Day, the
first set of CARE packages
landed on the shores of France
in 1946, aiding soldiers of U.S.
family members and friends.
Since the original CARE pack-
ages known as “10-in-1”,
CARE earned over $610M
in revenue, 30% of which
was privately contributed.
which meant one meal would
feed ten starving soldiers during
WWII. CARE’s initiative has
since mov-ed on from their
original CARE Packages to
packages that inclu- ded cloth-
ing, school supplies, building
supplies, and medicine to Eu-
rope, Latin America, and Asia
950 projects were successfully
executed in 93 countries that
economically empowered
2.6M women around the globe.
In addition to helping tackle the
world’s poverty crisis, CARE put a
bigger emphasis on aiding women
in need around the world. Their
fight for women included reversing
poverty, preventing the spread of
diseases and illnesses, and provid-
ing accessibility to clean water and
basic education.
1

4. Ilhan Omar (b. 1982 ) was
voted into Congress on
November 7th, 2018 as the
representative of the state
of Minnesota, becoming
the first Muslim woman to
be elected into Congress in
American history. Her ev-
er-growing legacy spawned
form humble beginnings
when her family fled war-
torn Somalia to live in a
Kenyan refugee camp for
4 years. She was 14 when
she moved to Minnesota.
Kainat Riaz and Shazia
Ramzan were also injured
during the historic attack
on Malala Yousfazi, a 15yo
student who was nearly
murdered by the Taliban for
protesting education bans.
While Malala gave a voice
to the struggles of female
education in Pakistan, Riaz
and Ramzan stayed in their
home country. They rose
from adverse circumstances
to eventually attend UWC
Atlantic College in S. Wales.
Bianca Jagger (b. 1945) is
Nicaraguan activist with a
long history in the fight for
civil rights. In 1981, she and
the US congressional dele-
gation helped saved a group
of refugees in Honduras by
approaching a death squad
before they shot rounds into
innocent people. She found-
ed the Bianca Jagger Human
Rights Foundation in which
she defended human rights
for indigenous tribes in Lat-
in America and Europe.
Rose Mapendo (b. 1963)
survived the horrific 1998
Tutsi genocide in the Con-
go. When she and her fami-
ly were found, her husband
was murdered while she and
her children were sent to a
concentration camp, facing
inhumane conditions. She
and her 7 children managed
to survive and eventual-
ly emigrate to the United
States. She currently orga-
nizes demonstrations and
raises money for refugees.
Majda al-Mashharawi (b.
1994) has helped Gaza
rebuild by converting ash
into brick. In a region that
is lacking construction
materials, this engineer was
able to develop bricks using
coal and ash instead of
sand and gravel, rebuilding
the region. Not only is she
developping Gaza, but her
bricks are environmentally
friendly and address the
area’s high unemployment
rate.
STORIES OF
TRUTH
Meet the 5 women whose stories have captured the
essence of CARE - inspirational women who help
their communities thrive in the most dire situations.
2

5. TARGET
AUDIENCE
CARE’S key demographic consits of women between the ages of 35
and 65. While this audience can deliver consistent donations due to
their ability to empathize with women all over the world, our team
believed that there were still opportunities for men to get involved.
Joe Michael likes to think of his Porsche
Cayenne as his actual baby. He maybe single
but his love of family and friends spreads
over his life! Joe is a business Owner and ex
Military, he is highly respected and valued for
his calm nature and productive workflow. Joe
spends his free time traveling the world. He
enjoys photography and hopes one day to be
featured in National Geographic.
Being a physical therapist allows for Keisha
to satisfy her need to serve others. However,
If shes not working then it’s probably best
to look for her at the mall, this girl loves to
shop! She loves to find a good deal and is
always willing to pull out the coupon book!
She doesn’t just shop for herself, her friends
and family often reep the benefits of this save
savvy girl.
Patricia is not only the best secretary in her
office but is also an empty nester of three.
She is always looking for excuses to spend
time with her friends and husband She loves
to cook a huge meal to get her three kids
back home for dinner. Although work takes
up most of her time, she still finds ways to
help those in need by mentoring at the Boys
and Girls club of Atlanta.
3

6. We started off with a simple question...
What would the world be like without women?
Since we all came from a women, nothing would
be possible without her. Everyday she walks into
adversity and is up against all odds. If women are
vital to human survival why do we take her for
granted? Why do we leave her to wilt?
In the 60’s American men and women protested
with the Flower Power movement to transform
the war rebellion to peaceful protests.
The movement can be found in the hearts and
minds of the true flower children of the 60’s. Our
goal is to bring the love back to bloom.
It doesn’t matter what obstacle is thrown her way,
women will always fight to flourish against the
odds.
#AgainstAllOddsBloom
4

7. #The campaign begins
with invitations to a
CARE festival with radio
ads, invitations, etc.
Roots to Bloom
Festival Celebration
of Women takes place
on Jan. 25th, 2019
#AgainstAllOddsBloom
Campaign launches with
ads in print, social media,
and digital spaces
CARE hosts an installation
art piece for the Women’s
March on March 8th, 2019
Users begin to interact with
the campaign by sharing how
they create change and growth
in their communities.
CAMPAIGN TIMELINE
5

8. RADIO AD SCRIPT
-Male VO: Imagine a world without women.
Better yet, imagine a world that recog-
nized all the accomplishments and feats
conquered by the strong women of today.
Join CARE for the Roots to Bloom festi-
val on Saturday, January 26th, 2019 at the
Atlanta Botanical Gardens for a day long
event celebrating women. Roots to Bloom
is a family friendly event with a live
performance by Willow Smith, interactive
fair trade booths, food and drinks pro-
vided by Publix, speeches from empowering
women around the globe, and much more.For
more information about the schedule and on
howto purchase tickets for Roots to Bloom,
please visit care.org. Roots to Bloom;
Against All Odds, Bloom.
PHASE 1.
OUTREACH
6

9. LANDING PAGE
Consumers are invited and encouraged
to pre-register for the free event through
the landing page.
In one digital hub the event directions, ad-
dress, contacts, tickets, performer list, and
event happenings can be conveniently found.
The landing page will feature separately from
the care.org site, users can find the event
through a link of the Care webpage.
7

10. The Roots to Bloom
Festival will take place
in the Atlanta Botanical
Gardens, The event will
feature artisan markets
where handcrafted nov-
elties from various CARE
countries will be sold.
Proceeds go back to the
artist. A discussion panel
consisting of five activists
will converse on the im-
portance of developping
communities.
The event will end with a
performance by Willow
Smith. Proceeds go back
to the artist. A discussion
panel consisting of five ac-
tivists will converse on the
importance of developping
communities. The event
will end with a musical
performance by Willow
Smith.
PHASE 2. FESTIVAL 8

11. This event poster is a flyer to handed out
before and during the event. To keep
festival participants informed of events,
large copies of the flyer will be posted
around Atlanta Botanical Gardens.
EVENT SCHEDULE
FRONT
BACK
9

12. The Japansese Cherry Blossom
became th model for this activation
due to the flowers’ symbology for
feminine grace and endurance.
When festivalgoers first arrive, they
will be asked to answer the prompt-
ed question on the remainging
petals and drop them into a box.
The answered petals will be saved
for the installation at the Women’s
March.
Flower Power
10

13. PHASE 3. ADS
11

14. 12

15. 13

16. 13

17. 14

18. 15

19. PHASE 4. INSTALLATION
The campaign ends at the Women’s March where CARE will host
an installation called “Flower Power”. The responses written on
the origami cherry blossoms will be ut on display in a local park
to brighten the festivities and encourage brand interaction. 16

20. 17

21. The truth is; women, against all odds, take judgment and turn it into something beautiful. As a
group we want to actively inspire and challenge the hearts and minds of our target audience.
With our campaign, Care.org will experience a positive constant growth in donations and public
interest. We know the full value of a women can not be captured in one campaign. We are here
to motivate our audience to create a better tomorrow for women on every side of the globe.
Women all over the globe against all odds, Bloom.
CONCLUSION
18

22. Andy Scarano is a Junior majoring in Advertising
and minoring in life! He found his passion for the ad indus-
try through his love of cycling. In the 20 years he compet-
itively cycled Andy has had the opportunity to represent
and advertise for many unique companies. His personal
experience with logo design, social media campaigning,
and creative promotion give him a competitive edge of first
hand brand experience. After graduating he plans to con-
tinue to work in advertising or photography through the
world of cycling with a team, company, or organization.
Favorite quote
“The more I travel the less I know” -unknown prophet
2018 is Nia Smalls final year at SCAD. The
experience from her branded entertainment degree will give
her the creative edge as she dives into the
experiential installation art environment industry. She finds
her passion for the industry through her genuine belief of
people under a common goal to unite communities. Once
the she tips her graduation hat, Nia will take france by
strom.
Favorite quote - “The rest will follow”
The Care Bears
17

23. 18
Michelle Puri is inishing her last year of SCAD as a
Branded Entertainment major she found her interest in the
industry through her love of design. During her journey
through SCAD she focused on honing her technique and strat-
egy skills to bring into the real life concepting and design.
Upon graduating her plans are too continue her education
with a masters degree.
Favorite quote-
“if the plan doesn’t work change the plan, but never the goal”
Carlos Bernal started his SCAD career not knowing he
would join the advertising world. He didn’t know much about the
craft but that didn’t stop him. He is now a junior in Advertising
and Branding taking his education one day at a time, loving
every page, print mock up and challenge he faces. After gradua-
tion he wants to gain hands on learning experience in the
advertising industry traveling the world.
Favorite quote -
“Seek Discomfort”
Kalah Lee is a senior Visual Communications major at
SCAD completing her last three quarters. She found interested
in advertising when she realize that the best ads out there tell
a story and are always found in truth. She hopes to find her-
self managing and producing creative’s in the real work world.
Favorite quote-
“She believed she could, so she did. - R.S. grey