The joy and stress of final exams… After 4 years of study, the Arts School tests its students for several months on a series of creative and technical exams following federal scales to certify our abilities towards the professional world.
For this purpose, the final exams include a mock mandate for a multi-media awareness campaign to be carried out in one month. Thus, the project should be potentially marketable at the end of the mandate through a video, a website and a campaign on social networks.
The Project
“Respect” is an awareness campaign against improper behavior in the urban environment, intended to young people. The abusive attitude of some people in the public space is unhealthy for the human beings as well as the city. This situation comes from a lack of manners in community in urban condition. The campaign “Respect” aimed to get rid of bad habits to be free to appreciate the city at its fair value. The website “Respect” offers tree topics; littering, smartphone abuse and social conduct.
Overview of two final results: the responsive website (on the left) and the awareness campaign.
The Visual Identity
Impactful and enjoyable communication was the goal of this awareness campaign for two reasons. First, because young people embodied the target audience. Second, since the visuals had to be catchy on social networks. Flat Design was chosen to illustrate the visuals because this style accentuates the vulgarisation of uncivil acts suggested by the campaign. In addition, the colours are always close to green or blue in order to fit with the outdoor-only scenes. Orange was chosen as a complementary colour to contrast the visuals.
Visual identity of the awareness campaign “Respect”
The illustration
Some illustrations of the awareness campaign against uncivil behaviour such as smartphone abuse.
The Video
Short animation that brings the illustrations to life and invites you to learn more about the campaign.
The Website
The responsive website offers tree topics: littering, smartphone abuse and social conduct. Its goal is to raise awareness against incivility in a playful way with an UX/UI Design that fully benefits the user’s experience. I decided to develop the axis of “smartphone abuse” by showing scenes with and without the act of incivility to turn these daily situations into derision.
Demonstration of the website and its experience (UX/UI Design).
The Campaign
Mister and Misses Respect, the mascots of the campaign, are placed everywhere in the city. The objective of this Street Marketing campaign is to impact and educate people directly facing an act of incivility in a daily situation. For instance, Mr. Respect, is placed in front of a road often crossed by people who have their eyes fixed on their phone.
Some flyers are left in the pocket of the character in order to inform about the campaign that takes place in the streets but also digitally. Indeed, Mister and Misses Respect share with their young audience various information to raise awareness against incivility on social networks.
The campaign “Respect” on social networks promoted by Mister and Misses Respect.
Arts School conclusion
I finished the Arts School of La Chaux-de-Fonds in 2019 after 4 years of intensive studies with the best Diploma grade (6/6) on all artistic formations combined, the Artistic Matura and the Second Prize of Interactive Media Designer formation. After the Arts School, I started a preparatory year to enter the public University of Geneva in order to learn management and business economy.
Nicolas La Gennusa
