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New Branding Campaign Increases Awareness and Attendance

What’s the biggest challenge for the Southern Arizona AIDS Foundation (SAAF) as it prepares for its Annual AIDSWALK Tucson? Getting the community engaged in their efforts and inspiring them to support, volunteer, and of course, walk at the event.

Like all nonprofits, community awareness and support is critical to AIDSWALK’s success and professional, effective marketing pieces are the key to getting the community’s attention and participation. That’s why, for the last four years, SAAF has turned to WhiteSpace Design for professional graphic design and creative leadership on all their AIDSWALK marketing materials.

“I have never worked with a graphic designer before who truly gets involved in helping us market and design the best possible pieces so that we can meet our goals,” said Michele Bart, Director of Development at SAAF. “Chad understands our mission and the philosophy behind our work. When we made the decision to redesign our logo and create a new look for AIDSWALK marketing materials that we hoped would engage the 18-24 year old demographic, we knew that WhiteSpace Design was the designer who could help us accomplish our goals.”

AIDSWALK is SAAF’s largest fundraising event focused on spreading HIV/AIDS awareness and generating community funding for many of their programs and services. This year SAAF hosted the 21st Annual AIDSWALK Tucson.

WhiteSpace Design worked with SAAF to produce a new branding campaign including a logo and marketing collateral such as flyers, posters and direct mailers designed to engage the 18-24 year old crowd.

“With challenging economic times facing all nonprofits this year, we knew we had to stay ahead of the curve in our marketing communications if we were going to increase attendance and awareness among our key demographic,” Bart said. “We heard over and over that people were energized about this event and that they loved the campaign look, feel, and colors. Once design pieces started going out, the response from the community was overwhelmingly positive.”

“Overall, we were very happy with the turnout and the fundraising that was done. We could not have expected more. The community helped to raise more than $161,000 for local programming through AIDSWALK and we broke a record in attendance this year seeing more than 6,000 event attendees.” 


To learn more about the Southern Arizona AIDS Foundation or to donate, click here.