Atlanta is home to the legendary CARE organization. This great institution made a strategic shift in focus on providing solutions to poverty and injustice by identifying ways to protect and nurture the human rights of women and girls.

My role in helping their mission was to add modern meaning and re-connect people with the idea of a CARE package.

The organization faced a hard business situation. The proliferation of giving opportunities was bringing more money and more attention to global poverty but not all entities have the depth, experience and stature as a NGO (non-governmental organization) as CARE.

By identifying and addressing the key obstacle of 'charity fatigue' and without diminishing the works of others, we were able to make a spectacular re-introduction of their most famous brand asset and their new focus as part of CARE's annual International Women's Day event and claiming dominating Times Square video screen presence.

The work made a measurable boost and presented a more specific way to help our world via women and girls by fostering education and community protection. There was now a new symbolic CARE package to provide the support of the vital services and networks that will shape better futures.