Fuel for the Future
3 weeks, Fall 2021
A campaign in collaboration with Allies for Children that encourages parents and caregivers to advocate for equal internet access for their children.
Internet Poverty is real. The lack of equal broadband access creates unequal opportunities among adults who apply to jobs, family members who long to connect with loved ones, and children who receive unequal quality of education. "Fuel for the Future," aims to shift the perspectives of parents with young children to realize the importance of internet connection in their child's future. This campaign is complete within a unified system of motion, social media, and physical assets, advocating equal internet access for all children and leading parents of young children to demand this necessity from their representatives.
Tools: Figma, Adobe Photoshop, Adobe Illustrator
Skills: Research, Branding, Visual Design
Final Campaign: Motion
01. Analyzing the Problem/Research
How do you bring to light what people don't know they are missing?
It is apparent to most people today that the internet is the backbone of how most things are run in the 21st century. However, the audience my campaign would be reaching are parents of young children who do not know the world of possibilities waiting for them with the access of internet. They do not know what they are missing and the challenge is opening their eyes to see that there is another world out there with internet that will help provide their children with a quality education.
From my research I found that:
1 ) Among children ages 3-18, 17% live in household without a laptop or desktop computer.
2 ) Roughly 5 million households with school age children who don't have access to the internet are getting left behind in their education.
3 ) Among households with an annual income under $50,000, 31.4% don't have broadband internet access. For households with an annual income over $50,000, the number is much smaller–only 8.4% lack access to broadband internet.
02. Concept Development
Children have no control whether they have internet access. This is why my campaign targets the very people that can change that.
A majority of this project was focused on developing the campaign concept. I realized that unlike other age groups, children have absolutely no control whether they have stable internet access. This is why my campaign's target audience are the parents and guardians of these children who can make a difference.
The internet is the new food children need to thrive.
Everyone knows that a child needs food to grow. Everyone also knows besides food, the key to a child's development consists of many factors like sunshine, love, and discipline. However, in the 21st century, internet access is now just as important as food to a child's development and healthy future.
Due to the universal acknowledgement of the importance of food, schools started to give out free lunch. My campaign challenges why stable internet connection isn't provided in schools and encourages parents to demand it for their children.
Because if they don't fight for their children, who will?
To be loving in my design means being sensitive and gentle in the way I present this issue.
My original tag line when I was developing my campaign was telling the parents to "Think Again." The tagline questioned if their child was really being fed in school if they didn't have internet connection to even hand in their homework.
However, I realized that the audience that my campaign is targeting were lower income families and the last thing I wanted to do was create shame and guilt in the parents for not being able to provide for their child.
Developing my idea further with Allies for Children, I realized I needed to shift the aim of my campaign from "think again," to focusing on giving the parents hope.
The mood of my campaign changed from being pessimistic to something much more positive by changing the question from "Think they are feeding your child?" to "Is your child fueled for the future?" My campaign still focused on comparing the internet to food but the framing of my idea changed to be more sensitive and loving to my audience.
03. Visual Direction
Because my campaign idea is targeted toward parents of young children, I wanted to create a visual style that was consistent with that theme. I was especially inspired by Eric Carle's collages and Mick Martson's use of bold colors; they both incorporated a childlike look that was not overly childish making it appealing to not only children but also parents as well.
I was especially starting to wonder what is the difference between childlike and childish?
04. Developing Motion
Through my motion, I hoped to convey my campaign message that internet access is a necessity just like how food is in the 21st century. I hoped for my motion to be playful, approachable, and sweet.
Here my initial thumbnail sketches below:
I was inspired by the playfulness and the depth of textures in Eric Carle's work. I used this to make my initial fleshed out thumbnails. However, after iterating I noticed that it was very outdated and childish instead of childlike.
Although my campaign is about children, my challenge was to make it appropriate for the parents as well. My first solution to this was to simplify the visual style, by getting rid of textures. My first visual style had too much going on. Here is my second visual direction:
Final Visual System
05. Social Media: Facebook
It was fitting for my campaign to be advertised on Facebook. Many community groups use Facebook to stay connected and thus many parents use Facebook to stay updated with other parents and their community.
I designed an interactive photo border for parents to share with their community when they get internet access for their children. The purpose is to encourage other parents in their community to do the same.
06. Social Media: Instagram
Instagram was also a social media platform that my campaign uses because it is an efficient and easy way for information to be shared and seen.
07. Physical Merchandise
The physical part of my campaign was focused on how to bring the metaphor of fueling to life. One way I did this was by making a physical waterbottle where as the user fills the bottle the "fueling" concept will come to life.