Design and social transformation
Project: social awareness campaign, driven by design directives on how communication design can make a difference in society. Wish You Where Here is a creative collaboration by Masters Students of Communication Design, Susan Fireside and Oliva Ozner, and Faculty Jaime Sandoval at Harrington College of Design.
Challenge: We were asked the following questions:
How may we make a difference in the world by means of communication design?
May we change the way companies and corporations operate?
How may we stimulate and persuade civilians to participate on issues regarding their community, country & or globally? Our goal was clear: We wanted to create a campaign that connect people with the real world instead of a virtual one.
The research helped define the problem: In order to reach as large an audience as possible, this campaign needed to take multiple routes. We were looking to ask our audience to disengage from their digital devices long enough to engage with their surroundings. Which meant to connect at different touch points that people might have throughout the day. This included both online
With our message of Where are you? it serves two purposes: it’s a popular text message people receive, but we are also asking it in a more esoteric sense.
When people are on a smart phone, they are usually very unaware of their surrounds. It’s a simple way of having someone check back in.
Which is why we created outdoor billboards, bus stops and train station marketing to make that connection in the real world. We also created outdoor pop up kiosks that could be integrated into both urban and suburban spaces to create an environment that will allow visitors the opportunity to pause, sit down, and spend a few moments re-connecting.
While we recognize the irony of creating an online presence that asks the users to go offline, the reality is that because of the reach of the internet and social media, we can reach the largest audience, as well as directly targeting those that might be a little to “connected.”