social marketing campaign - student project
DESCRIPTION
Student ProjectThe Problem: Design a series of posters to promote awareness and inspire action for a social cause.The Solution: A poster series was created for Covenant House Vancouver to promote awareness about their mission to support youth on the streets of Vancouver. Simple direct images were used in combination with simple direct text. The concept was intended to evoke the feelings that youth on the streets deal with on a daily basis. The images and tag lines ask the viewer to empathize with street youth and their situation. The bottom copy was developed with a sarcastic tone as a way to show how we sometimes take life’s necessities for granted and feel that our own lives are a constant struggle.TRANSCRIPT
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Social
BY DAVE AQUINO
MarketingCampaign
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Poster #1
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When the temperature falls below zero, at least you can just turn up the dial on your thermostat.For youth living on the streets of Vancouver, a candle ! ame is often their main source of heat.
! is is a heater.
Donate. Volunteer. Do something. www.covenanthousebc.org
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Poster #2
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Oh — that's too bad that the interest rate on your savings account is so low. It must be tough.As for youth living on the streets of Vancouver, their entire savings is inside of a paper cup.
! is is a bank account.
Donate. Volunteer. Do something. www.covenanthousebc.org
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Poster #3
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One and a half bathrooms, 2 full bathrooms, a separate guest bathroom. Yes, it's such a big decision. As for youth living on the streets of Vancouver, a public washroom is often the only place to bathe.
! is is a shower.
Donate. Volunteer. Do something. www.covenanthousebc.org
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Covenant House
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The Main Issues
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The Main Issuesat-risk youth leaveunsafe situation
end up on streets
violence, drugs, prostitution
re-victimized
mental and physical barriers
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The Objectives
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The Objectives
• Awareness
• Donations
• Volunteers
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Target Audience
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Target Audience
• Men and Women, 25 - 55 years of age
• Working professionals
• Downtown Vancouver
• Homeowners and renters
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Core Concepts
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Core Concepts
• Street youth and basic necessities
• Truth about life on the streets
• Things we take for granted
• Think twice
• Empathy
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The Evolution of the Idea
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Mood Board
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Sketches
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1st Version
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Thank You.