Cambridge Community Foundation Campaign Combats Blind Spots in Inequality

CCF has launched ‘Making Good,’ a new marketing campaign emphasising the foundation’s role in tackling the city’s most intractable social problems in partnership with the community. 

The campaign celebrates local changemakers, social innovators, and people who are making good and bringing the community together every day. Their stories will appear on the website, social media, and in new ads. It also brings a new, vibrant visual identity to CCF’s communications.  

The Making Good campaign was developed with the award-winning, Boston-based independent advertising agency, Allen & Gerritsen (A&G). The campaign evolved from a new strategic plan that puts the Foundation on a five-year path to address economic mobility and social cohesion in Cambridge. These two pillars are inextricably linked. To advance economic mobility, we must support one another; to have social cohesion, we must create a path forward for the most vulnerable among us. 

“The Making Good campaign underscores a core idea behind our strategy – that to address the most difficult entrenched problems we need a collective movement that engages all members of the community,” said Geeta Pradhan, president of the Cambridge Community Foundation. “It’s going to take bold, innovative ideas and strong partners to make good happen in Cambridge.” 

“Working on this campaign was not only an opportunity to help the Cambridge Community Foundation find their brand’s best self, it also represents the best of A&G,” said Andrew Graff, A&G CEO. “Through this partnership, we’ve had the chance to work with an invested community and bring to life the emotion and vibrancy of the inspiring changemakers in our hometown. It’s the confluence of the excellence we’re known for and the purpose-driven brand building that most inspires us.” 

CCF hopes to raise awareness of the foundation, and more importantly, inspire people to come together to make Cambridge a great livable city for all its residents.