PHOENIX – knoodle, a branding and public relations agency, unveiled its new brand campaign, “Possibilities Realized” for UCP of Central Arizona this week with a giant 42’ x 36’ spectacular outdoor board, located directly across from Chase Field on Jefferson and 7th Streets in Phoenix. A series of branded bus shelters are also being planned along Camelback Road, between Central Avenue and 44th Street, to complement the campaign.
This culminates six months of work using the campaign direction “Possibilities Realized.” UCP of Central Arizona awarded knoodle the account in December 2019 after an extensive agency search.
“We are so proud of our organization and the people we serve,” said Brenda Hanserd, CEO of UCP of Central Arizona. “We wanted a message of hope that conveyed the children and adults we serve as our heroes, and our ‘Possibilities Realized’ brand handle goes beyond cerebral palsy. Every day, we work with children, adults and families with CP and various disabilities to maximize every person’s fullest potential.”
knoodle’s Chief Creative Officer John Meyer developed the campaign and created a way to safely shoot it. The striking campaign celebrates transformative treatments with an individualized purpose of empowering lives to reach their full potential and addressing relevant issues that relate to life with cerebral palsy.
“Through great coordination and cooperation with UCP, we photographed the children 15 feet away with a very small, but talented team,” he said.
Meyer and his team shot at six area locations, many with actual UCP children and adults.
“My approach was to showcase these children as princesses, cowboys, swimmers and dreamers, to inspire Arizonans with these visions,” Meyer added.
Meyer tapped nationally known photographer Paul Markow for all photography, including on-site at the UCP headquarters and offsite at the McCormick Ranch Park, a private horse ranch and at a Phoenix area home. Markow effectively captured the brand’s personality through his skillful lens. Each of the images tells a different story about realizing possibilities through therapy.
The campaign also includes a new website, direct mail effort and a digital donation drive, where the “Possibilities Realized” campaign will be showcased. It will also be featured in a virtual event next month.
Since 1952, United Cerebral Palsy of Central Arizona continues to prove they are more than the name. With an array of specialists and experts in the field, UCP impacts the lives of more than 3,000 differently abled people each year with the highest quality of care. To learn more about the services, events or how to help, head to https://ucpofcentralaz.org/.