Metropolitan Ministries is noted for bringing life-changing hope to many at-risk families throughout the local Tampa Bay community by providing food donations, meals, housing, essential needs and life skills. The holiday season is one of their biggest and most critical times for getting donations. And this year, they had to serve more hurting families than ever. So, our assignment was to create a series of billboards, which would run from mid-October through December, stressing the urgent need to help this growing number of families turn things around during the holiday season by giving them hope.

With a limited budget and a crucial mission to make people aware of a growing number of families in need during the holidays, we knew we needed to do something that would visually get people’s attention and create a lot of buzz. So, we turned the word “hope” upside down and created a simple rallying cry for the community by saying…Let’s turn things around this holiday season. We also added a red ribbon to give the billboard a subtle holiday touch.

T-shirts were designed with the same eye-catching upside-down hope message to support this billboard campaign. Between the shirts and the billboards, this upside-down hope campaign became the talk of the town and one of Metropolitan Ministries most successful donation drives. Most importantly of all, thanks to record-setting donations, Metropolitan Ministries was able to really turn things around for many families over the holidays and give them new found hope, strength and dignity.