AWARENESS CAMPAIGN
INTRODUCTION
The design challenge for this project consists of the identification of a South African NPO the designer feels passionate with. As several NPO’s do not encounter the mandatory strategies in place, it leads to a lack of required
attention from stakeholders.
CLIENT
SADAG (South African depression and anxiety group) serves as the middleman between the target audience and the campaign. SADAG is a NPO that describe themselves as a group that provides counselling services, mental health awareness programmes, school talks and rural outreach initiatives to thousands of patients, families and
communities across South Africa.
AUDIENCE
Adolescent girls of today struggle with their self-esteem which are triggered by several factors and leads to
depression and anxiety. Social acceptability is a major concern for young people as peer pressure can cause depressive thoughts and lack of confidence.
STRATEGIC CONCEPT
The plan is to build teenage girl’s self-esteem by showcasing female beauty through historical iconic figures through all perspectives to ensure a sense of normalisation through pride. The idea is to juxtapose typical teenage girl struggles with iconic women through history in a relatable manner.To take this a step further, beauty is displayed in different timelines together with never changing negativity created by society.
GOAL
The aim for these posters is to reach teenage girls to interact through my single minded message. It is created to encourage girls to be confident and see the poster as wanting to know more.
The wobbler are designed to feature in girl restrooms with unrealistic catchphrases to get them to download the app.
VISUAL STRATEGY
This project aims to communicate to teenage girls experiencing anxiety and depression because of the lack of
body-confidence. To visually portray this message, a relatable look and feel are attained in order to attract attention from the chosen target audience. The liveliness of a potential playful style will perfectly capture the problem. The use of cartoons relates with their inner child together with elements that are commonly associated with females such as fruit and flowers. The playful, cheeky style is incorporated in such a manner that the visual language will speak their typical teenage language.
Instagram are famous platforms for teenagers, therefore the design of sponsored ads for these apps will be executed in order to reach a bigger audience.
The application acts as the missing gap of support groups for teenage girls as well as gain their knowledge about their body leaving them with a sense of “I belong”.
