Habitat for Humanity is an enormously respected charity. But the brand also comes with a lot of built-in perceptions. Before we started, we looked at work that had been done for other chapters around the country. So much of it seemed to employ the usual tugging-on-heartstrings with smiling people and hammers and a message about the joy of the sweat of your brow. In truth, what the organization really needed more than anything else was additional financial support. We wanted to speak to people in a more authentic way, breaking through traditional expectations of what it means to help Habitat, and convince them that we’re all in a position to make a difference — even those of us not particularly adept with tools.