Preface: We aren’t able to show the completed prototypes due to current restrictions.
The Winter Appeal team were initially approaching the issue of Lentara’s “Identity Crisis”. After an introductory presentation by Lentara staff followed by facility tours and face-to-face discussions, we recognised that the problem surrounded the organisation’s promotion, and the wider community’s lack of recognition and awareness.
Following substantial research and brainstorming, we presented two concepts: 1) A Print consolidation kit – taking all of the scattered, outdated, confusing, aesthetically uninteresting brochure/catalog content, and recreating an all-in-one, multi-use kit, that could be presented to different audiences and 2) a Digital Media Engagement overhaul – improving their online presence while distributing promotional content (videos, posters) across social media.
With such a broad subject, yet a very limited time frame, it took us a couple of weeks to really get a grasp on some significant ideas and begin to consolidate a clear sense of direction of where we wanted to go and what we wanted to achieve. However, late in the semester we were redirected to focus on Lentara’s upcoming Winter Appeal. Historically the 12 week appeal has significantly dropped in success in the 2nd half, and our new aim was to keep the donations coming. At first our group was startled and surprised about the turn of events. However we also knew that in the real world, situations like this can happen all the time, and it was important for us to grab the opportunity in front of us and make the most of the challenge with the little time we had left.
We tried to utilise as much as we could of our initial planning and research, altered where necessary for the new Winter appeal direction. This meant using social media platforms to stimulate and spread awareness for the winter appeal, creating infographics and posters that promoted the cause, and producing film clips that would explain and clarify the appeal to the public, correlate with the posters, and encourage donations.
What we have come up with, in order to appeal to the donor and audience, is the overarching idea of having vs not having, and things taken for granted. Therefore, the slogan to be used throughout our campaign content is “Help someone have a winter like you/yours”. Based on the current needs of Lentara, the campaign content has a digital focus. We have created simple eye-catching posters that convey our message. The image juxtaposed with the text is intended to highlight the disparity between luxury and hardship. These posters are/will have versatile formats, to be used on facebook, instagram, twitter, their website, distributed in the newsletter, as well as Out of home advertising (shopping centre, rock posters). Rough sketches are below.
The campaign also features videos. A series of short videos that directly correlate with the previously discussed posters will be distributed through social media, example by the following (show short video in FB template). There will also be 2-3 videos of 30-60s that explore the winter appeal in a broader sense and aim to relate to the viewer and encourage donations. Finally, we have constructed a social media strategic plan to distribute the content across multiple platforms. Storyboards and stills are below.
It was extremely exciting that the panel from Lentara loved our concepts so much and consequently decided they want to use our content for their Winter Appeal this year.