Let’s Plant a Seed, Together
SDG Campaign for Social Change
Objective
Analyse a challenge that a local community has in terms of a Sustainable Development Goal and outline a design strategy and concept for a creative solution. I chose education as the goal and focused on the lack of early childhood education in Philippi, a community 25km outside of Cape Town. The Philippi Children’s Centre is determined to lay the foundation for children to love learning and reach their full potential, but they lack the funds to do so.
Insight
Students want to make a difference but need a convenient way to do so because they have busy lives.
The chosen brand to address this issue is The Deckle Edge, an art, graphic and paper supply store that creative students often go to. They were chosen as they play a role in supplying students material for their education. Thus making the target audience Creative students in Cape Town.
Solution
Let’s plant a seed, together. A blooming collaboration between The Deckle Edge and Philippi Children’s centre encouraging creative students to get a Deckle Edge loyalty card which would help raise funds for the Philippi Children’s Centre and in return give the customer points to get a discount on their next purchase.
An illustrative wall mural would be outdoors and serve the purpose of informing people about the initiative. It also offers a link to the website to access more information on the initiative.
Banners would be placed outside and inside the Deckle Edge store enticing customers to find out more about the initiative. Once inside they can get a loyalty card and each time they purchase a product they swipe the card and proceeds go to Philippi Children’s Centre and they get points. When they get a certain amount of points they get discounts at the store.
Design style
I aimed for an illustration style resembling a children’s book with pencil crayon drawings. Depicting young adults planting seeds surrounded by blooming plants, pencils, books, and little children (the children of Philippi) running, playing, and reading.Placing them among the plants signifies their growth and blossoming, mirroring the positive impact of the target audience on their development.
This initiative will benefit Deckle Edge as they can attract more customers through the loyalty card’s benefits and it will make the brand look great as they are supporting a good cause. It will also benefit the young children of the Philippi community, specifically the Philippi Children’s Centre as the funds that are raised will contribute to the purchase of essentials for a quality early childhood education.
