Concept: return on investment

Value added… United Negro College Fund, Invest in Better Futures. In the College Fund’s recently released campaign, the value of investing becomes the new primary message of the organization. This is a relatively safe approach for the College Fund which has a long history of provocative advertising efforts. The new campaign does bring back students as a primary creative feature vs. actors and celebrity spokespeople which dominated in recent years. The new portraits are quite effective giving the effort a welcome more personal point-of-view. Copy is on strategy and well executed. Creative by Y&R with the Ad Council. In sync with the times certainly, but aren’t we becoming a little numb to the ole return-on-investment story…