FIDF

CHALLENGE Friends of the Israel Defense Forces (FIDF) supports the young men and women who serve in the IDF through education, financial aid, Lone Soldier support, and care for wounded soldiers and bereaved families. Because the Israeli government equips and trains the army, FIDF's role is often misunderstood, and its many programs can read as a long list of services rather than one clear purpose. The challenge was to show donors that FIDF provides something different: the care, morale, and hope that help soldiers carry their responsibility and build a future after their service. SOLUTION Create a campaign built on a reframing of the word "arm." Under the line "Arm Our Soldiers With Something So Powerful It Can't Be Measured," the platform shifts attention from equipment to emotion. Each of FIDF's six pillars is given a single human value: Promise (Education), Extended Family (Lone Soldiers), Dignity (Financial Relief), Strength (Fallen and Wounded), Inspiration (Adopt a Brigade), and A Home Away From Home (Construction). Together they answer the question every donor asks: what does my gift actually give a soldier? EXECUTION Developed a large-format brochure that pairs black-and-white portraits of real soldiers with bold, color-coded backgrounds drawn from topographic map lines. Each pillar has its own color, headline, and spread, with a clear program summary and impact figures such as lives touched and dollars granted. Color tabs on the page edge make the piece easy to navigate, and the closing sections bring in missions, events, planned giving, and chapter contacts. The system is designed to extend across fundraising, galas, donor engagement, digital communications, and regional chapter materials. OUTCOME The campaign gave FIDF a unified and emotionally resonant brand story that turns a complex range of programs into a set of clear human values. By putting soldiers' faces and needs at the center, it strengthens FIDF's ability to connect with donors, explain its distinct role, and inspire support for those who serve, so that, in FIDF's words, their job is to look after Israel and ours is to look after them.