St. Jude Campaign
Print & Digital | Print Design, Advertising, Social Media, AR Design
Objective: The goal for this project was to design a body of work to create public dialogue regarding a social issue of choice. The final output was to include multiple components that most effectively communicated the desired message to the target audience as well as through strategic formats and solutions.
Concept: For this project, I decided to create a unique campaign for St. Jude Children's Research Hospital. The idea was to create a series of designs that would appeal to a target audience of parents through the use of child-like illustrations along with a message that conveyed optimism and hope. Components included posters, magazine ads, a direct mailer brochure, and a social media campaign. Additionally, interactive posters utilizing augmented reality were developed to bring the designs "to life" and raise donation contributions from viewers.
The campaign uses various photographs of St. Jude patients paired with child-like illustrations to connect to the target audience of parents as well as the topic of childhood. Each design conveys a different message of optimism and hope- a life of discovery, adventure, exploration, creativity, dreaming, and invention, all without cancer.
The interactive posters feature animated graphics to the illustrations as a way to bring them "to life." The viewer would scan the poster using the Zappar App which then reveals the animated image on the user's smart phone screen. The user then has the ability to learn more about St. Jude, visit their website, or subscribe to emails. Additionally, the user can make a direct donation through the app making it easier and more convenient to donate to this incredible cause.
