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Case Study: Non-Profit Documentary Storytelling


Business Challenge

There is a growing crisis threatening the American dream. This includes personal, economic, racial, and cultural trends that show a decline in human dignity. This crisis is fueled by dependency, media, bad policy, and more. So how does a new non-profit create a brand that can combat the problem and build a movement?



AE Marketing Group began with a co-creation strategy to understand diverse audiences throughout the US and identify a common theme. The theme that emerged was "work", and the value work meant at the individual level. Next ideation sessions identified a unique brand point of differentiation on how work "Made me." Then creative was developed including, documentary stories and finally, a tactical/media roadmap was fleshed out.



  • Co-Creation Strategy
  • Brand Strategy
  • Creative and Marketing Strategy
  • Documentary Storytelling
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