Project created during Humber College Program 2020
A team project which we got the opportunity to make a campaign for ParticipAction, a non-profit organization that focuses on making physical activity a priority for Canadians by shifting their attitudes and perceptions.
Team Members: Nuala Murray (CW), Renata Reis (AD), Cristiane Kaneko (GD)
Our objective was to disconnect young people from the excessive use of technology, raise awareness and motivate them to improve their physical and mental health by exploring physical exercises.
The target audience is focused on teens, aged 13-19 years old, that spend too much time using technology and social media, and don’t do enough exercise to improve their physical and mental health.
The Deliverables were 2 out-of-home posters 11 X 17 in; one info-kit booklet format 6.5 X 5.5 in; and 4 Instagram stories for the social media.
For the tone of this campaign, we wanted it to be informative, serious, eye-catching and dynamic. Our key message was:
"Overuse of technology and social media can make you feel lonely and empty."
My role was to sketch ideas, create the posters and the instagram stories.
We decided to go forward with a visual of a sports field empty with a ball in the middle alone to convey the feeling of emptiness with a written message to support this idea and inform the target audience.
Posters design by Cristiane Kaneko
The inspiration came from ads and layouts that used simple 3D elements to make the designs. Also, ads that used a tagline and also heavy text to support the main idea with a call-to-action. The colours were chosen based on ParticipACTION to make it more integrated with their brand. So the intention of combining all these elements was to make pieces that were visually interesting for the target audience and, at the same time, informative.
The poster will be placed inside the schools and info-kits in booklet format will also be distributed to inform teenagers about the dangers of spending too much time with digital technology and the benefits of doing regular sports and activities.
Poster Design by Cristiane Kaneko and Copy by Nuala Murray
Booklet Design by Renata Reis
For the stories we wanted to have 4 stories and ad movement to some of them to make them more interesting. So we tried to use some of the concept of the posters and info-kit to use in our stories for the Instagram.
Stories Designed by Cristiane Kaneko and Copy by Nuala Murray
