Much like Operation Courage, there is a seriousness to the subject matter that when communicating from a government voice, one must speak from a position of seriousness and respect that can represent the mission in a credible way. To make it human and relatable, we followed through with documentary-style stories that build a personal relationship to the mission. Seen here, Alvin Shell’s story is a powerful one. And the beautiful footage of his fly fishing helps to bring you along his journey.

In 2020, due to the nature of distanced federal employees, we pivoted the campaign to take advantage of the zoom type of connection we all experienced. We virtually interviewed federal employees from a diverse range of agencies, directed dozens of people, choreographed movements, and used their recordings to put together a new campaign that mirrors the times in a fun and exciting way that speaks to the power of their collective effort. We think this was an incredible way to overcome the remote nature of our Covid lives while retaining a celebratory feeling to the idea of giving.

But being serious doesn’t mean that it can’t also be fun. It almost always has to be a little fun or else people won’t want to dedicate their time to it. In 2019, we initiated an illustration style that gave the CFC a way to show causes without calling out specific names of non-profits which was against regulation. So we worked with our federal employees, figured out their causes, and workshopped with them ways to create these cool illustrations. Then, we deeveloped a fun behind-the-scenes video that would get them excited to give at the kick-off celebration.