TODAY, I'M BRAVE is a non-profit organization, celebrating people for their acts of bravery. They are now turning the power of brave into an actionable book, that will inspire people to overcome their fears.
Insight: Some people don't realize that they have a story to tell and that bravery is within their power.
Idea: Ignite your brave. The book is your tool to bravery and you hold the match.
MAILER: Two branded sparklers would serve as physical mailers. They would be wrapped in paper packaging with “Ignite your Brave” inscription on them. When you open them, there would be a note attached that reads: “Share a spark to ignite someone’s Brave. To learn more visit www.todayimbrave.com/book”. These would be distributed at book retailers or somewhere local, like Central Park.
MANIFESTO: Promotional video that would be distributed digitally to both book retailers and consumers. It would serve as a “manifesto” for the book. We created a rip, with a voiceover and footage of different people doing brave acts. The message of the video is that bravery is within us, but as humans, sometimes we need a spark. Its purpose is to create hype around the book while instilling a sense of inspiration and hope.
SOCIAL MEDIA: Get people to #ignitebrave by recording themselves lighting a sparkler and sharing their brave story on Facebook/Instagram. They would then nominate people to do the same, sparking people to be brave. These videos will be featured on the book’s landing page.
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COPYWRITER | DAPHNE LEFRAN DIGITAL DESIGNER | REBECA MORENO