A Hand in Hope

Chai Lifeline is a global organization known for providing critical, compassionate support to children and families facing illness and crisis. Their impact is vast—but they needed a campaign that felt personal.

When they approached GCNY to lend a hand in their next fundraiser, the goal was clear: create something that would reflect the weight of their mission while standing out in a crowded nonprofit space.

What we did

Advertising
Brand Identity
Brand Positioning
Brand Strategy
Campaigns
Digital Marketing
Email Marketing
Media Buying
Naming
Outdoor Media
Packaging
Photography
Print Collateral
Printing
Research
Signage & Environmental
Social Media
UX/UI
Video & Motion
Websites

The Turning Point

Grasping the Message

We needed to distill Chai Lifeline’s complex work into one clear, human message—and present it with clarity and emotion across every channel. The concept had to be simple, recognizable, and deeply resonant.
The GCNY Partnership

Creating Hand in Hand

We named the campaign Take My Hand, capturing the essence of what Chai Lifeline offers: guidance, presence, and partnership at every step. From there, we built the entire campaign system—starting with a strong, unified concept and rolling it out across print, digital, and video. We developed the messaging platform and creative direction, directed on-brand photo and video shoots, and created a suite of collateral that spanned everything from mailers to event signage. Our team handled the copywriting, design, and rollout strategy, ensuring a consistent voice and look at every touchpoint. Through our efforts and Chai Lifeline’s amazing network, the campaign was a beautiful success.
Results
- $3.1
  
  million raised
- 47%
  
  growth in online donations
- 32%
  
  increase in donor reactivation

The Turning Point

Grasping the Message

We needed to distill Chai Lifeline’s complex work into one clear, human message—and present it with clarity and emotion across every channel. The concept had to be simple, recognizable, and deeply resonant.

The GCNY Partnership

Creating Hand in Hand

We named the campaign Take My Hand, capturing the essence of what Chai Lifeline offers: guidance, presence, and partnership at every step. From there, we built the entire campaign system—starting with a strong, unified concept and rolling it out across print, digital, and video. We developed the messaging platform and creative direction, directed on-brand photo and video shoots, and created a suite of collateral that spanned everything from mailers to event signage. Our team handled the copywriting, design, and rollout strategy, ensuring a consistent voice and look at every touchpoint. Through our efforts and Chai Lifeline’s amazing network, the campaign was a beautiful success.