As our final assignment for Creative Process we were tasked to create an awareness campaign that could help reduce “the Pandemic of Isolation”. It had been measured that more and more people were stressed because of isolation within modern society and leading some people to taking their own lives after living with depression. Our big idea was to create awareness of this by spreading the word of connection through local communities. Our idea would be presented to the creative director at an ad agency.
How could we create a connection that was more than just a passing idea or sentiment?
We decided to create and promote a city stopping event. No small idea. Our big idea was not to blame anyone for feeling depressed or disconnected but to inspire them to make a connection with those around them. The event was to highlight that we are all susceptible to depression and anxiety. We wanted to create a connection amongst all of the people in Sydney. To crate a walk where anyone could join in, even in a small measure. The idea was to join hands from the Opera house to the Olympic park.
We would start this connection with Corporate leaders. Spreading the message by connecting groups of three people. Each persons objective in this small group was to connect to three others who in turn would connect to another three people, this could have the potential of spreading like a virus. These groups of three could come together as a community and meet for events. These events could raise money to invite people who couldn’t afford to go to live events. This in turn would create greater community interest and harmony. I created the images so they had a textural quality about them. This influenced the colour palette. It needed to be earthy and not complicated.
Our website was to be called www.WE3.com.
Our pitch didn’t win, however we came a very close second. Here is the content we created and we used in our pitch deck to showcase our idea.