"The objective of the ad is to create general awareness and educate the public on what they do. The ads should of course be emotional, clever, but also educational."

 

The ad includes the faces of 3 women, to represent CARE's belief that through empowering the women of a community, they can increase the lasting impact on the entire community. The women are meant to represent different backgrounds/cultures with the gradual rotations of their faces representing positivity and confidence.

 

The headline reads, "Making the Capable, Able" to convey the idea that the women CARE reaches are not imcompetent. They are actually quite capable with the work ethic that it takes to care for their entire families given the limited resources they do have. What CARE does is gives these women the oppurtunities to be even more successful through providing them with education, supplies, and a voice within their community.