Neighbourhood Stories
Project type: 3rd Year Diploma (Photography)
Project duration: 8 weeks
Software used: Adobe Photoshop, Adobe Illustrator, Final Cut Pro, Adobe Lightroom
Skills involved: Insight Mining, Visual Identity, Copy for Advertising
Deliverables: Posters, Social Media Outreach, Awareness Video, Website
Brief: Strategise a design solution for Red Cross' CLARE social welfare service, which allows volunteers to serve the community in a variety of ways such as befriending, delivery of welfare, medical taxi driving, and community first aid.
Target Audience: Youth who are inclined to volunteering, but have little to no experience in it
For our second Studio Project, my partner and I decided to take up a live brief organised with the Singapore Red Cross. One of their fresh directives was to reach out to potential volunteers from the youth sector. A group of people starved for time, overloaded with information, and yet - a generation that ever more cherishes the value of a smile when someone's life is changed.
The Insight
While playing around with different angles we could approach the subject of volunteers, we landed on an insight: time-starved youth are more likely to volunteer if they are able to do so in close proximity to their own neighbourhoods. It was then that we drafted the message for this outreach; one of pride, closeness, and the sincerity of a neighbour's touch.
Besides the campaign elements, we also produced a great library of impactful photos and videos (see below) from our volunteer experiences that the Red Cross could use in further outreach efforts.
'You might not go a long way to help a stranger.
But wouldn't you go any length to help a neighbour?'
But wouldn't you go any length to help a neighbour?'
Summary Showreel
Final Deliverables 1/4:
Campaign Video - 'Love Your Neighbour'
Campaign Video - 'Love Your Neighbour'
Three neighbours. One common need. If you were in their shoes, would you do the same?
Final Deliverables 2/4:
Campaign Posters
Campaign Posters
Final Deliverables 3/4:
Social Media Outreach
Social Media Outreach
Final Deliverables 4/4:
Website Reorganisation and Redesign
Website Reorganisation and Redesign
A reorganised flow puts editorial Stories at the heart of the web experience, reinforcing the person-to-person nature of volunteering, as well as offering deep personal insight into the volunteering experience for beginners.
