Guiding Light has received three advertising awards recognizing creativity and effectiveness in showcasing its mission in print, broadcast and outdoor applications.
Guiding Light and its marketing and advertising partner, Extra Credit Projects, earned awards from the American Advertising Federation during the recent 2022 AAF West Michigan Advertising Awards for:
• Free Insulation: This print ad in the Grand Rapids Business Journal ran during the holiday season to raise awareness and boost year-end donations to support Guiding Light’s work in recovery and reengagement and to raise awareness of homelessness.
• New Heights: This billboard, which also supported holiday and year-end awareness and giving efforts, featured actual tents installed across the platform to dramatize the issue of homelessness in West Michigan.
• Overpass: This 30-second commercial, which ran on local broadcast television, cable and streaming stations, was designed to shine a light on how different the holidays are for those experiencing homelessness in West Michigan, again supporting the nonprofit’s holiday and year-end goals.
“We so appreciate our partnership with Extra Credit Projects, which is a critical partner in our mission of providing recovery and reengagement opportunities for those living at society’s margins,” said Development Director Starla McDermott. “ECP has helped us develop a strong brand that resonates with both donors and those in need, allowing us to reach men struggling with addiction and homelessness – and donors who support our programs.
“We are honored to be recognized with AAF West Michigan Advertising Awards.”
