4:13 Strong

4:13 Strong was formerly Y-build, until the YMCA had to cut their funding. To keep them afloat, we rebranded the organization from top to bottom.

I wrote the copy for all of the pieces in this campaign, including the print collateral and videos. I also worked with a UX director and art director to build their website from scratch, because they didn’t have one. For the website, we used a content-first approach to develop the site map, content architecture, wireframes and web copy.

It won Best in Show at the American Advertising Awards in Nashville, along with a District Gold. Most importantly, the organization continues to provide at-risk men in middle Tennessee with a second chance at building a life that’s stable and rewarding.

This project meant more to me than anything I had worked on before. I’m a better person because I got to work with this organization and the people involved with it.

The leave-behind piece for their annual fundraising dinner was an important tool in helping to raise funds. I wrote a list of intangibles that anyone can relate to, such as being able to put dinner on the table for your family. These items made a “receipt” that would be delivered when the dinner was finishing up. We asked, “how much is this worth to you?”