By Maria Saporta
A new holiday tradition is born.
The CARE package — the ultimate symbol of international goodwill after World War II — is making a return with a holiday twist.
Atlanta-based CARE, with its creative agency of record — Brunner, is launching its first marketing campaign since 2006. It is seeking to reach a new generation of donors by reclaiming its iconic CARE package.
The first packages of the new campaign will be placed under street lamps at Atlantic Station on Nov. 25 — appearing as if the light poles are merging from the boxes. The boxes will remain there through the end of the year.
The campaign will emphasize CARE’s modern-day strategy of providing lasting change in the communities where it serves — showcasing the sustainable solutions to poverty that define CARE’s work today.
CARE was founded after World War II to deliver packages of food and supplies to families struggling to survive in war-torn Europe.
The CARE package grew into a symbol of American generosity and, eventually, a popular term for thoughtful packages sent to college students, troops, or anyone in need.
“Today, rather than providing aid in cardboard boxes, CARE delivers long-term solutions to poverty, removing barriers facing women and girls and equipping them with the tools they need to improve their own lives,” said Tolli Love, CARE’s vice president of fundraising and marketing.
“The CARE package is a rare and precious asset, one that symbolizes humanity’s best instincts. We are thrilled Brunner helped us find a way to make the CARE package relevant to CARE’s work today,” she added.
The campaign, which breaks this month with ads in national magazines, such as Family Circle, Traditional Home, More, Ladies’ Home Journal and The New Republic, features a combination of print, outdoor, and ambient ads. The CARE packages will pop up in shopping malls across the country.
“The image of the CARE package helps people recall the roots of the organization or creates intrigue about the origin of the term,” said Rob Schapiro, Brunner’s chief creative officer, said in a statement. “But now the icon will stand for donations that extend far beyond the confines of a carton.”
The CARE package and the beneficiaries of CARE’s present-day work are the focal point of each piece. Coming out of the packages are objects you wouldn’t normally see in a box—from towering corn stalks to a confident-looking woman speaking before village elders. They represent the lasting improvements people in need receive when donors give to CARE.
The personal stories of those who benefit from CARE’s work are shared on what looks to be the ripped cardboard of the box. The stamp on the cardboard lists the contents of the CARE Package with the line, “Deliver Lasting Change.”
Schapiro said that a Google search of the term “care package” delivers
156 million results showing that it still has tremendous equity. The new ads will show sustainable solutions, such as girls’ education to help people find their way out of poverty for good.
“This campaign demonstrates, in a provocative way, that today’s CARE package has no expiration date,” Schapiro said.
Original photography for the campaign was shot in Kenya and India.