Seder in a Box Campaign
Completed for Combined Jewish Philanthropies
Passover in April of 2020 was certainly different from all other Passovers. In response to the need for social distancing in the age of COVID-19, CJP launched a campaign to provide the community with a curated box filled with everything needed to celebrate Passover safely in your own home — a Seder in a Box.
As Associate Creative Director, Amanda led the creative team in developing a bright and memorable campaign identity, reaching CJP’s multigenerational audience across print and digital channels.
Campaign goals:
To provide a low-barrier means to celebrate Passover by meeting Jewish community members where they are.
To encourage the maintenance of Jewish identities during COVID-19 and entry into the CJP community for younger adults.
To create a full seder experience for community members who are limited in health, mobility, and means.
Creative Direction:
The comprehensive campaign utilized bright colors and kitschy, memorable copy to inspire levity during a time of hardship. We developed assets and content that were approachable and informative, inviting the multi-generational audience into the CJP community with relatable visuals and voice. The full initiative was met with an overwhelmingly positive response.
CJP coordinated the creation of over 2,800 boxes filled with complete seder plates, matzah, and additional Seder items.
More than 2,500 full Passover meals were delivered to those who needed extra assistance.
Deliverables
The print and digital assets included an energetic logo with warm colors and movement, solicitation and engagement emails, a destination microsite complete with curated virtual Passover content for all ages, and a commemorative magnet that will forever remind us of Passover in the time of Coronavirus.
