Lincoln Financial Diversity Print Ad

Background
Lincoln Financial was a sponsor of MCCA, an organization “committed to advancing the hiring, retention and promotion of diverse lawyers in law departments and law firms by providing research, best practices, professional development and training; and through pipeline initiatives.” Sponsors of MCCA paid for print advertisements in a magazine distributed at MCCA’s annual diversity gala. The Gala features an elegant networking reception and an awards program honoring individuals, corporate legal departments, and law firms championing diversity and inclusion in the legal profession.

Objective
Create a print ad that reflects Lincoln Financial Group’s commitment to diversity and inclusion, to be featured in MCCA’s booklet for Gala attendees.

Concept
Connect a diversity and inclusion message with Lincoln’s tagline “Hello Future” and reflect a central message of hope and empowerment in directing one’s life toward a better future.