DESIGN FOR SOCIETY_THE PLASTER CHALLENGE

The Brief

This project requires to identify a NPO of choice in South Africa, who prefers to do social work or community development for which we personally feel passionate. The purpose of these social and digital media campaigns is to attract donors for funding, recruit volunteers and attract beneficiaries. Conceptualise an effective social media strategy and a supportive direct mail campaign to solve the problem.

With specific reference to the project, Arise Light Foundation has been proposed as a chosen NPO that wants to attract more volunteers. Arise focuses on seven areas that learn and educate the children of Thompson's community. The ‘Plaster Challenge’ focuses for four days on only four of these areas in which the volunteers can participate. The interaction with the children and constant capturing of memories are the building blocks of this project. Not only is a plaster being used on the hearts of children but also on the target market.

The problem

General problem: Arise Light Foundation needs help with marketing to get volunteers to help educate and improve children's living conditions in the seven areas identified. There is no form of teaching and education that takes place in these children's daily lives.

Specific problem: No platform, no proper place for improvement, education and investment.

The Concept

Campaign Title: Patching the future
Tagline: A loved child is a child that can dream

Healing and recovery is the main theme used through a metaphor for the removal of hurt, suffering and difficult circumstances. When someone is physically injured, especially from the perspective of a child, it is necessary to provide care to the child's wound, and to ensure, over a period of time, that the wound heals effectively. This creates the excitement that there is someone who cares about you and goes the extra mile to ensure your recovery. Hurt should only be seen as an injury, and as a reminder that it can recover. The community needs to be convinced that they can help with a metaphorical patch to promote healing for the children and enable them to dream about their future.

STEP ONE OF DIRECT MAILER CAMPAIGN_POSTCARDS:

Front design: The front design is an invitation the children themself adressess to the target market. Eg: “Kick with me” (Sports department) where they indirectly ask the volunteers to come and play with them.

The back design display the form of an ordinary postcard. The aim is to read more about what the Plaster Challenge is about and to scan the QR code which will provide more information.

Postcard invitations front & back design

STEP TWO_QR CODE

The QR code is obtained from the postcard when scanned. Here the target market is given the necessary information for each day, for example: what they should wear and remember, and what activities is taking place. There is also a registration link that takes you to the Facebook page's to book your place for each day. This way the Arise team can be prepared for the volunteers as well. Each week has its own QR code that contains different information for each day.

Screenshots of informational QR site

STEP THREE_SOCIAL MEDIA

Facebook is one of the biggest marketing tools of Arise. When the link is opened, it will take volunteers directly to the necessary page; here they can register and receive more information.

Five different social media post designs

STEP FOUR_ FOUR INTERACTIVE BOOKLET DESIGN

After registrations each volunteer will receive an interactive booklet which they must use during the day when interacting with the children. The aim of this booklets is to capture the memories and feelings to display the difference each of them are making in these childrens lives. This book will remind them that the community needs an investment like them. And of course the children will capture their hearts