A campaign highlighting Michigan's nonprofits — the heartbeat of our communities.
As we emerge from the shadows of the pandemic, our nonprofits have not only endured but have become beacons of hope, adaptation, and unwavering commitment to their communities.
MNA partnered with us to showcase the breadth of work and support coming from nonprofits across the state. The result was a social campaign that gave nonprofits an opportunity to speak to the critical roles they serve, and energize their communities and partners with stories of success, dedication, and adaptability.
The campaign was focused around a dual approach — compelling long-form documentaries with shareable short-form videos to maximize emotional depth and social media reach.
Nonprofits are busy doing the work, often allowing their own stories of impact to take a back seat. By elevating organizations across the state, we could remove the “small vs. big” idea and showcase that –at any size– nonprofits work to fill gaps in our communities.