Protect the West Coast

Campaign for social change

Objective

The brief tasked me with designing a campaign for social change in South Africa, coupled with a local brand of my choice. Three deliverables had to be created and spanned across three separate channels, one of which is in the physical or printed space. The social cause needed to be original or approached from an angle that has not been explored yet. I had to find one of societies wicked problems and propose solutions to the issue.

Solution

I chose to create a campaign for the NPO Protect the West Coast. The goal of the campaign was to put an end to the destructive mining on the West Coast by representing the wonders of the west coast. This was achieved by a partnership with Woolworths to sell reusable shopping/bags with a design that represents beautiful elements of the area that could be destroyed. These bags can educate people and help the NPO raise funds to take action. A wall mural that also displays beautiful elements of the area aims to encourage people to take photos and post it on social media to spread awareness. Lastly, an Instagram post was created to announce an amazing prize that people can win by simply donating and sharing the post.