CREARTE inspires, CREARTE motivates, CREARTE transforms... With this powerful message, ad agency Ad-diction developed the new anniversary campaign of the nonprofit organization, CREARTE.
Along with this compelling line, graphic elements were used to illustrate the artistic, recreational, educational, and psychosocial support strategies employed by CREARTE to help children and young people reach their true potential.
"Art is very powerful, and this has been demonstrated by CREARTE during these 15 years. In Puerto Rico, there are many non-profit organizations that need the support of the community, either through volunteers, donations or initiatives that could help to let them be known. It is here where we contribute. Every day in advertising, we work with projects that bring people closer to brands and in this case, we want Puerto Rico to meet CREARTE and their social work that inspires, motivates, and transforms,” said Víctor González, Creative Director and President of Ad-diction. A 30 seconds TV spot accompanies the campaign, along with two radio ads, print ads and posters for traditional media, and digital efforts.
CREARTE, Inc. began offering services in the community of San José in Río Piedras in September 2001, but its history goes back several years ago when a group of young people concerned about the situation children and youth face in Puerto Rico, decided they had to move from protest to proposal and do something for the welfare of this sector of society. Thus, it arose the concept of CREARTE, Inc. This institution provides services aimed for the formation of values and character through the good management of time, arts, and commitment to learning. It also offers social counseling services, as well as guidance and community education.
The collaborative relationship between Ad-diction and CREARTE started in December 2014, when the agency selected this entity for its initiative "The Art of Giving." This initiative sought to collect art materials to donate to the non-profit entity as a Christmas gift. In addition since it’s founding, one of the pillars of the agency has been contributing to charitable causes with creative and innovative proposals to help them achieve their purposes as an organization. "This was the perfect opportunity to develop something special for this community of children who are the men and women of tomorrow; who will grow up with these values and pass it on to their children, too," concluded González.