The social good campaign concept that I chose for this project is the “Be Kind” project. This is a fictional campaign that is based on other similar campaigns I have seen. The idea behind this campaign is to promote and encourage kindness to all people from all walks of life through words and actions. This campaign is to target those who might be inclined to be unkind or bully, causing them to reconsider their actions and the effects they may have on others.
An obvious target audience for this campaign would be children and teenagers as bullying and cyberbullying are a persisting issue among young people. There are campaigns already designed to target the younger audience. However, for this campaign, I thought it would be interesting to target adults with this campaign and message. A 2018 study showed that 20% of 3,699 adult participants claimed they were victims of cyberbullying with 30% of that number saying they were also bullied within the workplace (Kowalski). With this, I will be focusing a lot on the adult target audience with some cross-over into mediums for children and teenagers. I could see this being a successful cross-generational campaign.
I explored 3 different campaign mediums for this project:
Social Media: A large part of this campaign will be on social media through paid ads and social stories. I will create ad sizes for Facebook, Instagram, Stories, and Threads.
Print: This medium will include things like posters, billboards, magazine ads, stickers, and banners. The print medium is important because posters can be displayed in workplaces and schools. Billboards can be seen from distances in cities and on interstates. And things like stickers, if designed well and considered trendy, will be used on water bottles, laptops, notebooks, etc, making these free advertisements by anyone who chooses to use them. The idea is to make kindness “cool” so that people will want to display and promote these messages.
Non-Traditional / Installation: This medium is intended to be the one that grabs attention by utilizing non-traditional forms of marketing. The ideas I have for this medium are things like large vinyl locker displays, vehicle and bus wraps, perforated vinyl for commercial building windows, trash can wraps, column wraps, and stand-alone installation sculptures that could promote selfies and social media posts with the hashtag #bekind. This will also include apparel like t-shirts, hats, and bags. I would utilize the same idea as the stickers for the apparel by using good design to promote usage and wearability. If you design something that people want to wear, they will promote the brand and its message willingly.
Cited:
Kowalski, Robin M., Allison Toth, and Megan Morgan. “Bullying and cyberbullying in adulthood and the workplace.” The Journal of social psychology 158.1 (2018): 64-81.
