Branding the Birmingham Education Foundation (Ed) was an opportunity to help the 25,000 children who depend on the woefully underfunded Birmingham City School system. To generate broad public and commercial interest in what seems a lost cause, we developed an integrated campaign that was visually mnemonic, communicated a powerful message and challenged people and organizations to raise their hands and become part of the answer to the challenges that face our schools. 60 pages plus cover, 7 1/4 x 9 3/4, 4-color plus 1 PMS, saddle-stitched, rounded corners wrapped with black bookbinding tape.