AmeriCorps: What’s At Your Core?

Founded in 1993 under the Clinton administration, AmeriCorps is the federal agency for national service and community volunteerism. Every day, AmeriCorps members put their values into action to make a difference in communities where the need for change is the greatest.

We created the What’s At Your Core? campaign to highlight individual members and showcase the core values that led them to serve with AmeriCorps — values like equity, compassion, and hope. Throughout the campaign, we show how service with AmeriCorps transforms these individual values into something bigger: real, meaningful change for communities across the United States.

The What’s At Your Core? campaign had two goals: (1) boost awareness, and (2) drive recruitment. Here’s the 30-second spot we put together for our awareness goal.

And here’s the 30-second spot for our recruitment goal.

One of the many selling points of this campaign is that it’s relatively simple to apply it to previously shot footage. See how we retrofitted an interview with AmeriCorps Seniors volunteer Anita to create a 15-second spot under the What’s At Your Core? umbrella:

Finally, here’s a selection of digital banner ads and social graphics that we used to round out the campaign.

Creative Director: Ben Hawkins

Associate Creative Director/Art Director: Phillip Allen

Senior Copywriter: Laura Orozco

Illustrators: Larissa McCartney, Stephanie Flores

Director of Photography: Dominic DeSantis

Editor: Nate Tomerlin