March 2010 Fortune magazine features an All for Africa ad created by Tronvig Group the non-profit organization All for Africa.
This ad is part of their ongoing Palm Out Poverty campaign which is intended to raise 700 million dollars for beneficiary charities in Africa. The ad was the final page of an 18 page Special Advertising Section focused on sustainable development in Africa called the “New Economic Landscape of Africa” put together with a variety of major corporate sponsors.
The All for Africa ad was created to conclude the Special Advertising Section and we developed it to strike a balance between calling attention to itself and fitting in as par to of the section. To do this we kept intact the conventions of the section including the yellow header and gray side bars, but we then broke them subtly by having the new symbol we created for the “Palm Out Poverty” campaign overlay the side bar and the palm tree seedling itself push up into the header. Just to make sure no one missed the association with the campaign we also used the headline for the newly revamped home page as the footer for the All for Africa ad.
For more on the home page read “The Case of All for Africa.”