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    D&AD Monotype 2016 : Activate your cause. I decided to activate the cause of Social Housing in London, as I feel that social housing is more impo… Read More
    D&AD Monotype 2016 : Activate your cause. I decided to activate the cause of Social Housing in London, as I feel that social housing is more important than ever, as London enters super-gentrification, no one can afford to live there anymore. The response to the brief must include, at least one poster, a digital element and one other touchpoint. Read Less
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Monotype D&AD Social Housing in London
 
Activate a cause you feel passionately about. I have focused on Social Housing in London, as I believe it is more important than ever today, during the housing crisis. More people should be entitle to it, as buying a new home is unattainable for the majority of Londoners today. Social Housing also acts as the only barrier from London entering super-gentrification. Super-gentrification encourages the negative change of London, pushing out the lower classes, resulting in an increase of property prices, and a city that lacks culture and grit. 
This campaign raises awareness of Social Housing's importance, and should sway audiences' opinions.
Posters
 
I have used Albertus MT in contrast with my own typeface made using chalk. Albertus typeface is used on street signs in London and represents the more corporate, property jargon, in contrast with yellow Chalk which is symoblic of hope (the colour yellow), and the voices of Londoner's fading away. 
Website: Personalised Posters 
 
The website allows audiences to create their own personalised poster. Selecting a statement in Albertus, and then writing their contrasting, personalised message over it in yellow chalk.
 
People Lead Campaign
 
Audiences are encouraged to share images of their unique posters on social media using the campaign's hashtag, meaning their images will be regrammed on the campaign's social media sites, creating an online gallery of real people's messages. 
 
The campaign also has a snapchat 'live story', and 'geo filter' which creates a real time story, with real peoples voices, resonating the the 'people lead' theme. It will also act as a form of raising awareness, as people using snapchat will be exposed to the story. The campaign will make people feel part of something bigger, as Londoner's will unite to express similar feelings, all contributing to the real people lead story.