EMERGENCY
International Media Campaign
Client
Role
Strategy and communication design team
Duration
3 weeks | Live client project as a part of Politecnico di Milano | Group Project
Challenge
To create an international media campaign that appeals to a larger audience with the aim of spreading awareness and converting donors into active participants in the work of the NGO.
Approach
In order to communicate effectively, we decided to activate an existing demographic of diaspora communities who feel related and claim responsibility during situations of distress.
Campaign highlights
Campaign titled 'Fill in the Blank' with a series of communication asking people to interact with EMERGENCY via multiple channels in helping them to complete meaning.
The campaign serves multiple objectives, all at once. By allowing open-ended answers, EMERGENCY would create a database of individuals motivated to participate while also getting a variety of ideas to a solve problems.
The campaign in divided into print advertisements, physical events, awareness popups at partner events and a social media campaign divided into podcasts and promotional campaigns on Instagram.
The campaign puts the power into the hands of the participants and reduces a feeling helplessness which is generally associated with large scale issues like war.
The campaign will spread across multiple channels and make the work being done accessible and accountable, without bombarding viewers with disturbing imagery.
The campaign uses the triage theme of medical communication. Red being the blanks that need to be filled in with urgency and receding in emergency till green, which will be highly for awareness.
Defining international communication strategy that creates awareness about EMERGENCY by enabling a context in which diaspora communities can see their own realities reflected.
Carriers of the campaign
The Ambassador program will reach out to motivated individuals from the diaspora community to relay the awareness and needs of EMERGENCY.
Aimed to increase engagement, the community will act as cultural translators and trust builders.
The primary objective of the ambassador programme is to create a case of participation with an already activated community.
members of the diaspora communities
cultural translators
sense of belonging and sharing a larger purpose
high reach for a positive outcome
networking power and key
connections
can deliver the same message in varying ways
different countries meaning diversity
The Physical Campaign
With interactive walls that are present during popup events and partnered events, EMERGENCY can reach a larger audience and start a conversation about healthcare in war zones.
1. An interactive screen showing the blanks filled in by people and how EMERGENCY has connected them together.
2. Between the blanks : A stimulator word search game that makes the user pause, think and search.
3. The Data String : Allows users to make connections for themselves, helping them see the complexity of working in war zones.
4. An interactive wall allowing people to print out badges and place in order to show their interest in their sector of choice.
The Social Media Campaign
The social media campaign will act as a channel to create awareness and reach a younger audience divided into an Instagram campaign and a podcast series titled 'No More Blanks' explaining the real picture behind the war.
Similar to the print campaign, the Instagram messaging will be in the triage scheme of colours. The followers can comment and engage with the posts in order to fill in the blanks.
The podcasts will be hosted by the EMERGENCY ambassadors, bringing a nuanced perspective.