BakerRipley

Every year for Thanksgiving, BakerRipley — a long-established non-profit organization in Houston that helps local individuals and families in different development areas — organizes a Turkey Trot to help raise funds for their assistance programs. Following the impact of COVID-19, BakerRipley focused its efforts on addressing food and basic needs insecurity, particularly those not eligible to access financial assistance through public resources.

With COVID-19 restrictions and health concerns around public events, the 2020 Houston Turkey Trot became a virtual event. But this year, participation and donations were more critical than ever. The campaign needed to make a stronger case for giving by bringing BakerRipley’s COVID-19 efforts to the forefront, highlighting its impact but also featuring all the programs and initiatives benefiting Houston communities.

By leveraging an iconic race element — the BIB number — as a visual device, the campaign could directly associate the run event with the real impact participation and donations bring for Houston individuals, families and communities. The numbers on the BIBs communicated hard data facts regarding relief efforts and made the invisible tangible.