Assignment
In a challenging 48-hour competition, I developed a campaign concept for the non-profit organization, Motivation Hope, aimed at boosting their visibility in Falun and Borlänge. The campaign was designed not only to raise awareness but also to broaden the organization's reach to a wider audience.
The theme of the campaign, "Don’t be such a boomer," leveraged a phrase that captured social media’s attention back in 2019. It cleverly juxtaposes the traditional, somewhat prejudiced connotations associated with the term "boomer" against the vibrant, forward-thinking spirit of Motivation Hope. Representing the antithesis of outdated attitudes, Motivation Hope embodies the fearless, curious nature of the future’s girls—those who are eager to embrace new experiences and inspire others.
Our campaign embraced this bold spirit with a touch of cheekiness, using it as a motivating call to action to encourage people to explore new relationships and discover the joys and benefits of expanding their social circles. The campaign’s visuals were lively and vibrant, featuring impactful quotes and vivid colors that reflect Motivation Hope’s dynamic energy.
We employed a variety of promotional materials, including flyers, posters, roll-ups, candies, and stickers. A unique element of our guerrilla marketing tactic involved distributing small butterfly-shaped materials, symbolizing hope and freedom, which could be attached to bicycles and other items in public spaces. These materials were instrumental in conveying the essence of Motivation Hope and spreading their message throughout the community.
