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Advertising Agency Phoenix

Creating Brand Love with Desert Schools’ Shine On Campaign

When Desert Schools Federal Credit Union decided to celebrate its 75th anniversary by launching a brand new campaign aimed at shining a light on the Valley community and giving back to the people making a difference here in Arizona, they looked to the team at Blind Society to help. We conceived and brought to life the idea of “Shine On” – a movement focused on making the Valley a better place to live, work and play through the power of giving and helping others.

About Shine On

Over the course of 2014, Desert Schools pledged to donate $1 million in time, talent and resources to the community. They started by selecting six local charities to participate in the Shine On competition with each receiving an initial grant of $7,500 at the campaign launch in January. The six charities competed throughout 2014 for the chance to win an additional $30,000 at the finale event in January 2015.

The six charities selected represented six different areas of charitable giving: education, health, youth development, neighborhood beautification, fine arts and animal welfare. Representing these different specialties were: Assistance League of Phoenix, Kitchen on the Street, Anti-Defamation League, MentorKids USA, Free Arts for Abused Children of Arizona and Halo Animal Rescue. In order to win, the charities needed the public to vote for them a campaign website (

To encourage voting and reward members, Desert Schools also awarded prizes to everyone who voted for a charity. For each vote you cast, you were entered to win a different monthly prize. The monthly prizes were from many local Arizona businesses further echoing the overall theme for Shine On which was to make our community shine.

Campaign Video & Custom Song

Desktop and Mobile Website Design