“We should work around the clock once in a while,” said Cathy Riggs Monetti one late summer night, while working in her studio. “Then maybe we could get ahead.”
“Yes, we should,” Teresa Coles agreed. “But we should do it for charity.”
That brief exchange resulted in the founding of CreateAthon in 1998—the first year Riggs Partners, a marketing and communications firm in Columbia, South Carolina, offered pro bono marketing services to nonprofits in the area during a 24-hour creative marathon.
In 2002, Riggs Partners decided to expand the program into a national CreateAthon network. Since that time, more than 75 agencies, universities, corporations and clubs across the United States, Puerto Rico and Canada have participated in the CreateAthon network, conducting CreateAthon events in their respective markets during the designated CreateAthon Week, typically the second or third week in September.
CreateAthon works like this: A local advertising agency, university, corporation or club signs on as a CreateAthon partner, agreeing to follow standards developed by the program’s originators. There is no cost to join the organization or participate in CreateAthon. The agency solicits applications from local 501(c)(3) organizations and then selects a group of non-profits and projects based on the recommendation criteria.
The projects are completed start to finish during one 24-hour period. Deliverables produced during the blitz may include strategic development and creative work that spans all aspects of traditional and digital marketing: identity development, collateral, television, out-of-home, web development, inbound marketing, email marketing, public relations, etc. Partners are encouraged to seek out additional local partners to provide printing, production and media placement in order to make CreateAthon a turnkey pro bono effort.
To date, 75 agencies, two universities, three clubs and one in-house group (Discovery Channel) have participated in CreateAthon. The effort has collectively benefited more that 1,275 nonprofit organizations with 3,100 projects valued at more than $15 million.
In September 2011, CreateAthon became a non-profit 501(c)(3) organization. Prior to this incorporation, Riggs Partners underwrote one hundred percent of the operating costs associated with CreateAthon. We are currently seeking national corporate sponsors, grants and individual donations to fund CreateAthon with a full-time staff and help us reach our goal of $100 million in donated services by 2015.
This case study is supported in part by an award from the National Endowment for the Arts.
For this collaborative environmental and experience design project, a series of large one-of-a-kind outdoor “dots” were designed by artists and affixed to public sidewalks throughout Toledo to enhance a sense of place. Residents and visitors alike could locate, map and collect dots using a website and app.
Section: Why Design -
Design for Good, environmental design, experience design, nonprofit, web design, AIGA chapters, digital media
“Why is graphic design 93% white? Removing barriers to increase opportunities in graphic design” (PDF) was originally published in the AIGA Journal in 1991 in response to the Design Conference that year.
Section: Inspiration -
Diversity and Inclusion, graphic design, culture, diversity, social issues, social responsibility
Facing a crisis, the LIVESTRONG Foundation responded with a subtle rather than radical rebrand, boldly banking on the organization’s secure sense of self and its message that LIVESTRONG has never been about one person.
Section: Why Design -
Competition, Justified, advertising, branding, graphic design, identity design, nonprofit, print design, health, strategy
A collaboration between a design firm, a real estate firm and an architectural firm yields a new model for designing and building
accessible homes on U.S. military installations.
Section: Why Design -
Competition, Design for Good, Justified, architecture, environmental design, experience design, social responsibility
Quiksilver Pro Puerto Escondido 2009
Andrea Rodriguez Moon
External Resources (cont.)
Yerba Buena Center for the Arts (YBCA) 2009 Summer Campaign
Catalone Design Co. Promotional Video
Catalone Design Co., LLC