Background
The Schomburg Center for Research in Black Culture, located in Harlem, New York, is a research unit of The New York Public Library system and is recognized as one of the leading institutions focusing exclusively on African-American, African Diaspora, and African experiences.
The Schomburg Center’s Fall Appeal has typically been a message from the Director of the Schomburg Center focused on the tragic history of violence on Black men and women in America with references to current events. However, in 2016, the Schomburg Center was between directors (a new director was announced but would not start until December) and the typical copy theme and commentary would not be as effective without a leader in place. Our challenge was to create a completely new package that performed as well as past campaigns.