We Care Jacksonville’s mission is to improve healthcare access by developing and coordinating a community-wide network of medical volunteers and donated specialty healthcare services to compassionately care for the uninsured and underserved. Lacayo Advertising, through its pro bono publico initiative, helped create a marketing plan and a growth strategy using its mission statement and other key messages already within its organization. The rebranding challenge was to generate a specific reaction from each of the organization’s three disparate target audiences: its patients, who need to emotionally connect with the identity and reach out for specialty healthcare to benefit from new hope and possibility in their lives. The brand needs to engage prospective provider volunteers, comprised of physicians, hospitals, and other healthcare delivery resources, to contribute their professional services. Finally, the brand needs to support philanthropy and influence sponsors and others to support the We Care cause. Lacayo Advertising’s rebranding included a new logo and brandmark, a complete ID package, collateral, exhibit properties, banners, and an annual report. Public relations services range from developing a comprehensive media kit to the ongoing development and placement of news releases and feature articles. We created and manage the social media channels, particularly Facebook and YouTube. We nominated the executive director, and she won the prestigious “Woman of Influence” award presented by the Jacksonville Business Journal.

Outcome: We launched the new brand at the First Annual We Care Awards, an event that celebrates community heroes and inspires ongoing support. We put together a fantastic event at the Cummer Art Museum to celebrate the new launch and designed custom crystal awards, event programs, and collaterals for future gatherings. We also built a comprehensive website that provides ongoing support, content updates, analytics, and hosting. This major rebranding helped secure $1.5 million in funding from organizations such as Delores Barr Weaver and the Sontag Foundation, demonstrating the community’s confidence in We Care Jacksonville.

AWARD: Graphic Design USA Winner