Warning: this page discusses sensitive topics relating to sexual violence.
Print and digital marketing campaign materials for a college campus event called “Standing with Survivors.”
Role:
PFC Social Media Manager
Sole Designer
Event Naming
PFC Social Media Manager
Sole Designer
Event Naming
Context
April is sexual assault awareness month and sadly, this issue is extremely relevant to many college students. Pirates for Change (PFC), a new social activism club at ECU, set out to make a difference.
They initiated “Standing with Survivors,” an educational event during the month to share resources, facts, and ways attendees could support victims. There was just one problem, attendance was down at club meetings, and we needed to fill the seats.
Goals
Educate ECU students about the reality of sexual violence on college campuses.
Get at least 20 people to come to the event (4x the typical club meeting attendance).
Spread the word about Pirates for Change at ECU.
Process
Before designing, I first considered what marketing strategies would best suit our goals and chose a visual direction with the strategies in mind. Taking note of what made other campus events successful, I decided that paper flyers would carry the weight.
These were supported by organic social media posts, word of mouth, and wearable items to build club recognition long after the event. Social media co-chair, Kiarra Crayton, contributed to the social media strategy.
Design Choices
Standing with Survivors was based on facts, and its advertising materials followed suit. In a fast-paced campus environment, our message needed to be clear, straightforward, and instantly recognizable.
The most widely recognized symbol for sexual assault awareness month is a teal awareness ribbon. The primary design element, the event logo centers around this idea, and the bold, italic sans-serif font communicates urgency and forward motion.
Wearable Marketing
For the t-shirt and pin designs, the event logo is altered to read “I Stand with Survivors,” effectively signifying the wearer as an ally to victims of violence. The back of the shirt has a clear call to action and provides a trusted resource, the Rape, Abuse & Incest National Network (RAIIN.org).
The purpose of these items was to create a sense of community on campus and to remind students what PFC stands for long after the event had passed.
Social
Social media posts: In the month leading up to the event, several posts were shared on the PFC Instagram account with statistics on the issue. These posts had two functions: to raise awareness and to encourage viewers to learn more by coming to the event.
Large numbers call attention to the shocking data and encourage the viewer to continue reading. Because this is such a sensitive issue, warnings cover potentially triggering language on the first slide.
Stickers
Stickers were an idea that did not come to fruition but would serve the same purpose as the other wearable items: building club recognition after the event. Stickers could be placed on laptops, water bottles, and other hard surfaces around campus to remind students to support victims of sexual violence year-round, not just in April.
Results
Standing with Survivors was a huge success for Pirates for Change, with an all-time attendance high. New connections were made between students, and attendees learned how to effectively support victims of sexual violence. Furthermore, PFC social engagement and reach skyrocketed.
Here's the data to prove it:
25
Attendees
+284%
IG Reach
+178%
IG Engagement
+5.2%
IG Followers
Conclusions
Working on such an important project was extremely rewarding, and it reminded me that design is a powerful tool for activism. I also learned a few lessons in marketing along the way:
I learned the importance of thoroughly researching a topic to find the most effective design solution.
For a successful campaign, you must put yourself in the shoes of the audience. What are they looking for?
Sometimes, the simplest execution is the best choice.
