Designing a Communication Design Transmedia Campaign for Social Impact
Finding Homes is an emotionally impactful transmedia campaign that highlights the benefits of dog adoption, aiming to touch the hearts of our target audience and encourage them to advocate for adoption and spread the word among family, friends, and social media. The significance of dog adoption in Auckland is due to the rapidly increasing number of rescue dogs and local shelters such as the Saving Hope Foundation, not having enough space to accommodate them all. In the year June 2022-2023, in Auckland, 2615 impounded dogs were euthanised, with 151 of these dogs put down because the shelters were too full. The single organising idea of the Finding Homes campaign is to drive awareness and promote action among NZ’s youth to spread the word on the Saving Hope Foundation and the general need for dog adoption, through an emotionally impactful multimedia campaign.
Poster Series
The mockups below showcase the poster series I created for Finding Homes. They use both illustration and photography to tell a story, raise awareness, and evoke emotional responses to inspire the audience to spread the message and help find homes for these dogs.
The poster series blends authentic photographs of rescue dogs from Saving Hope with hand-drawn illustrations and using a bold, imperfect typeface alongside compelling messaging, the posters depict the dogs’ yearning for the comfort and care provided by loving homes and owners, conveyed in safe and comforting hand-drawn settings. This was done to enhance the notion of a dream-like scene and to emphasize the juxtaposition between this and the reality of the dogs depicted in real photographs.
Story-telling Zine
The following mockups showcase pages from an emotional storytelling zine I created, highlighting three dogs from Saving Hope and their backstories.
The zine aims to capture the longing these dogs have for a loving owner and home, represented in duotone-edited images and illustrations to evoke a dream-like setting.
Flaps within the zine lift to reveal the reality of the dogs in the original photos and their backstories, designed to resonate with the target audience’s emotions and inspire them to make a difference in the dogs’ lives and advocate for adoption.
Saving Hope Foundation Brand Guidelines Booklet
One of the elements in my campaign is a brand identity design for the Saving Hope Foundation. It includes a brand guidelines booklet, displayed in a series of mockups that highlight various pages.
The new brand identity design for Saving Hope features bright colors, friendly fonts, and hand-drawn illustrations, underscoring the human impact of the organization and highlighting its compassion and dedication to dog care. The vibrant color palette brings a bold and playful touch, reflecting the unique and lively personalities of the dogs. The simple and straightforward logo conveys the strength and capacity for love that Saving Hope’s rescue dogs embody.
Overall, the visual identity captures Saving Hope’s values and mission, spreading awareness in a positive and emotionally impactful manner. It aims to touch the hearts of the audience and emphasize the benefits of adoption, using evocative illustrations and images of the dogs to form personal connections with the audience, encouraging adoption and advocation within the community.
The full brand guidelines includes the mission and values, tone of voice, audience persona, competitor analysis, benchmark brands, a moodboard, logo suite and usage guides, colour palette, typography, graphic elements and pattern, imagery, and collateral applications.
