Literacy is the key to solving everything. It’s a bold and decisive claim that drives the Barbara Bush Foundation’s efforts to tackle America’s literacy crisis.

From health to poverty, from education to employment, from criminal justice to participation in public life, increased literacy can contribute to solving many of society’s most pressing — and most ubiquitous — issues. With a deep understanding of literacy’s transformative power, the Barbara Bush Foundation is committed to improving the lives of those who struggle to read and write.

At Artemis Ward, that’s a mission we’re eager to champion. We began our partnership with the Barbara Bush Foundation by developing a new visual and messaging approach that reflects the unique vision of its namesake, allowing the organization to communicate clearly to a global audience of literacy advocates.

Building on this platform, we’ve helped refresh nearly every aspect of the foundation’s communications ecosystem, from the website and a digital playbook to an ongoing social strategy that includes paid and organic content, social listening, and event support. Informed by the ideals that the former First Lady outlined four decades ago, BBF and Artemis Ward are teaming up to tackle literacy one issue at a time.

Mapping the Strategy

After 30 years in action, the Barbara Bush Foundation decided to make a foundational shift in its messaging and operational approach. To assist in this evolution, we not only refreshed their identity, but also built a strategic playbook to guide BBF through the transition. Our efforts included analyzing the foundation’s communications ecosystem, audiences, competitive landscape, and messaging strategy.

Barbara Bush Foundation for Family Literacy logo animation
Barbara Bush Foundation for Family Literacy quote
Barbara Bush portrait in black and white
Barbara Bush Foundation for Family Literacy Instagram grid

A Beautiful Grid Is Just the Beginning

When social media is done right, it’s a brawny tool that can motivate and move audiences. We helped BBF sharpen its message on social platforms to show its followers how access to literacy lets people live more empowered lives — and to ask those followers to bring their own energy to the cause.

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