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The number of people served by CCC has nearly doubled in past three years, the number of children served has quadrupled since FY 2004, and staff has grown from 70 to 104; as a result, the existing space (an old church) is not adequate to meet the existing needs.

The target audience is two-fold. It was crucial that the materials provide this audience with confidence about the campaign, its cause, and how the donor can participate in it. The second key target includes the residents of Madison County who benefit from CCC’s services. Plus, since this is the first time CCC is seeking general community support, it was important to educate this audience on CCC’s services and how it benefits the community as a whole.

The design helps to demystify the stigma of mental health, pointing to hope for all. It was important to communicate that a first-class building is intended for a first-class citizen instead of a second-class building for second-class citizens; the building itself provides hope and empowerment.