The San Francisco agency made a video and brand collateral to drive donations for Sonoma Humane Society program
Camp + King has created a pro bono campaign and brand identity kit for Forget Me Not Farm Children’s Services
(FMNF), a program of the Sonoma Humane Society
. The scope of the work includes a three-minute brand video to drive donations, new logo, brochure, email template and pitch copy the organisation can use for future presentations.
The purpose of FMNF is to teach kids from neglected and abusive homes how to take care of living things. Animal activities help kids learn empathy, gentleness and caring, and gardening activities get them out in nature and teach them how to be good custodians of the land and nurture themselves through healthy food. The farm has served more than 8,000 children since it opened in 1992.
The video is a case study that chronicles the story of Faith, a young girl whose tough life and demeanor has been circumvented through time spent and experiences caring for animals at FMNF. In the first clip shot in 2012, wide-eyed Faith says, “Sometimes I don’t be gentle. Now I’m practicing.”
Faith’s adoptive mother and FMNF’s director of operations explain how she was neglected and abandoned before being rescued, and how visits to the Sonoma County sanctuary have taught her how to love and take care of living things. Current clips show an amazing transformation of Faith into a happy, peaceful tween caring for FMNF’s horses. As FMNF’s Director of Operations Nate Rathmann says in the video, “A bad history doesn’t define you.”
Camp + King employees visited FMNF in June as one of its semi-annual Day of Giving events and the work arose as a result of that field trip.
The Sonoma County sanctuary recently became a haven for community members impacted by a series of fires that hit close to home in mid-October. Massive winds caused the flames to spread quickly, leading to Sonoma’s worst natural disaster that resulted in mass evacuations, the devastation of 5,700 structures and more deaths than any fire in California history. FMNF rescued 22 farm animals that were in the fire’s path, and cared and boarded them for close to three weeks. Most were in good health, but some required veterinary care. One llama had pieces of melted solar panels imbedded in his back and a hen was found sitting on her egg with her feet and chest badly burned. Half of her flock perished in the fire and the other half remained unscathed by the flames. The farm named her Autumn and she is still recovering.
Many of the children in FMNF were evacuated, and hadn’t attended the program for a few weeks. During that time, the farm was opened to others. A team of firefighters from the Seattle area spent a day there, and it hosted a small group of visually impaired kids, one of whom lost his home and dog to the blaze. All of the visitors wanted to help care for the rescued animals and were surprised to see how well they got along with the farm’s resident animals. All regular groups have recently returned, and the children were extremely happy to see the animals and to know that they were kept safe.
Associate Strategy Director:
Camp + King
Associate Creative Director:
Corporate and social