In creating a campaign to appeal to students that are ready to act and advocate on behalf of Diversity and Inclusion initiatives on the University of Arkansas campus, I wanted to focus on the Diversity and Inclusion Student Council. Because these are students that have higher levels of critical thinking, I used a more emotional approach overall to appeal to them. The campaign consists of a microsite, a new member bag, and a student spotlight poster, with all of the assets utilizing the same visual language to create consistency.
The microsite is just a single page website that explains who the student council is, what they’re currently doing on campus, why they formed the group, and it also houses student spotlight videos that already exist on the D&I website. It will also have direct links to where they can join, as well as to other resources, including their instagram feed which shows what type of events they have been holding or attending. The language on the site is very inclusive and uses words like “we” to help build that connection with the viewer early on in the experience, but also utilizes actionable call out statements throughout to really draw in the new members.
This is the new member bag, and it has the logotype on the front as well as “Diversity and Inclusion Student Council” on the bottom. This bag will contain all of the other branded items for the new members, but will also be a branded item in and of itself for people to use.
The shirt also uses the change agent logotype but the colors are reversed from the tote bag, leaving you with a black shirt and a white graphic. This feels very grassroots and youthful and gender neutral. The stickers that they will receive are a rectangular maroon sticker that says “Diversity and Inclusion Student Council” and a die cut change agent sticker. The duo is essentially a deconstructed version of the graphic that you see on the tote and t-shirt. The buttons employ some new language such as “D+I” and “Change starts with you” as well as “Change Agent.” Someone could see the D+I button on your backpack and ask what that means. Lastly, the thank you note comes in the form of a post cards as those are most cost efficient and they come in three different versions saying “Happy to have you,” “Hello,” and “Welcome!” with space on the back to write the note. I also included one that says, “Become a change agent” and a few of those can be included in the bags to act as a recruitment tool for members to give to their friends.
The student spotlight posters show a student that is currently a member of the council and asks, “Who am I?” With the augmented reality reveal, the question changes to an “I am” statement and personal identifiers pop up written by the member that is pictured. This works as a way for viewers to get to know students in the council prior to even joining, which helps ease feelings of not belonging and the scariness of joining a new group without knowing anyone.
To learn more about my strategy regarding this project, you can visit this blog post!