Role Creative and Digital AOR
Assignment 2018 Brand Campaign
Channel Digital Creative, Digital Business and Social
Services Strategy Creative Concept Creative Production Social Amplification Visual Design Technology
Our cars enable us to contribute to the world around us. They connect us to our families, our friends, and our communities. Hum believes the more we can do to keep drivers on the road, the more good they can do in the world. That’s why Rokkan developed the ‘Driving Good’ program for Hum: to recognize extraordinary drivers who, every day, work hard to make their corner of the world a little better..
By sharing their stories with the world, we’re able to shine a light on the amazing work they’re doing, and hopefully inspire others to similarly contribute to their own communities.
Half-Pint Heroes started when friends combined their love of training and caring for horses with their passion for doing good in the world. Now, their team of miniature horses brings hope and healing to those in need of a therapeutic visit with an animal. Volunteers drive these “minis” all over the Kansas City area to support children, schools, veterans, and the elderly.
Amy and Amber spent years in foster care, moving from home to home and frequently losing their belongings. Their experiences showed them just how important age-appropriate, current-trend clothing can be for self-confidence. Together they founded Closet2Closet, a non-profit that creates and delivers custom wardrobes for foster kids in their community. They’ve helped over 3,350 foster kids to date and have big plans to help many more down the road.
‘Driving Good’ launched with 2 amazing organizations, Closet2Closet and Half-Pint Heroes, and will continue to partner with new groups throughout the year. To date, the campaign has exceeded all performance benchmarks, from clicks to site to engagement to video view and completion rates. This indicates that compelling, story-driven content is the best way to intrigue and engage consumers on social and beyond.