STARt HERE | Roll-Out Campaign for STAR's Youth Website
STAR is an anti-sexual violence agency that goes above and beyond your typical rape crisis center. STAR supports survivors by offering free and confidential counseling, advocacy and legal services. In addition to these support services, STAR also focuses on prevention education. Teaching people about healthy relationships and respecting each other's boundaries is a key part of ending sexual violence, stopping it before it can occur. This is instrumental education especially for our youth and young adults.
STARt Here is the free educational website by Sexual Trauma Awareness & Response (STAR) to teach kids and young adults about healthy relationships, boundaries and more.
The website serves as an educational tool and pool of resources for young questioning minds, parents who want to start a conversation with their kids and teachers who can use the interactive tools to supplement health classes.
I created a roll-out plan for social media. I designed .gif teasers that alluded to the start button-style logo. I wrote and edited an announcement video for IGTV. I wrote the copy for the main website content and copyedited the email blast announcement for after the STARt Here website went live.
I'm very proud to have been part of this project and to have been given so much creative freedom. In addition to the roll-out campaign, I also designed the logo for STARt Here, which you can learn more about on GRAPHIC DESIGN.
Title IX | Action Alert Campaign for STAR
In November 2018, US Secretary of Education Betsy DeVos issued an update for Title IX the federal civil rights law that prohibits sex discrimination in education, and in turn, serves as a guide for addressing sexual harassment and assault in schools.
My colleague, STAR Resource Advocate Alexis Canfield and I worked together to write this blog post that explained how these changes would impact survivors of sexual assault and what a concerned citizen can do to express their opinion. This also became a presentation that I gave to various college organizations to get students mobilized to share their voice, make comments on the then-proposed Title IX changes, and put pressure on Louisiana State University to state where they stand on the changes.
Colors were within the STAR branded color family, while dabbling in a deeper-tone teal for a more serious, collegiate feel. Words were highlighted to help simplify the heavy jargon of the legal document's writing.
Created using Adobe Photoshop.
#ThanksForGiving | Social Media Campaign for STAR
After learning about the extensive services STAR offers, I was inspired to create a social media campaign to educate the public about what STAR does in the community. I began with interviewing staff members from each of STAR's programs. This rolled out for Thanksgiving in the spirit of giving thanks to STAR staff spotlight.
Made using Adobe Photoshop.
A Juice Brand | Advertising Campaign
This was the advertising campaign the LSU advertising capstone class submitted to a national competition. This was the largest scale project I've ever worked on during college and the work of which I am the most proud. The client was a cranberry juice company that struggled to attract millennial customers.
As a member of the research team, I participated collecting primary research, conducting focus groups, interviews and store intercepts. Using Qualtrics software, I helped create our nationwide survey which collected 1,322 participants across all 50 states of the U.S. We then created five concepts based off the collective primary and secondary research. After conducting concept group testing and in-depth interview, we reached our final concept adaptability: the idea that the brand and its products are as versatile and ubiquitous as Millennials. Through adaptability, our big ideal was born: "Find What You've Been Missing."
After the research stage was over, I joined the IMC/Social Media team to assist that all IMC efforts were in line with our research. We all then developed a vibrant, unexpected campaign that was definitely underrated.
Plans book here. Please feel free to contact me if you have any questions!
Relay for Life LSU | Advertising Campaign
This was an research proposal for the client Relay for Life LSU, the Louisiana State University campus chapter of the national organization Relay for Life.
Relay for Life LSU struggled to recruit volunteers for their student organization as well as participants for their main events. My qualitative analytics class was tasked to find out why they lacked student involvement and to recommend solutions to increase student participation and fundraising amounts.
My team and I began research by conducting two focus groups and five one-on-one interviews. We found low awareness and lack of advertising were main factors of low participation and fundraising. Some key findings were that students likely to volunteer for such activities had a personal connection to the American Cancer Society's cause or were moderately involved in another organization already. We found students likely to volunteer held similar core beliefs, such as putting others before self.
We established our single most important thought as "Play a Small Role to Make a Big Difference." We recommended using interactive campaigns including social media and guerrilla marketing to engage students to increase brand awareness by involving them in memorable experiences.
Full plans book here.
