Client: It Gets Better
Objective:
To develop a cohesive look and branding for the organization’s End-Of-Year campaign. Optimally, it would hit their $150,000 fundraising goal, and it would speak cross-generationally in order to reach as many donors as possible. It needed a powerful central theme during a time where LGBTQ+ voices were being threatened.
Outcome:
With the assistance of It Gets Better’s Staff and an external marketing agency, Mixte, I designed and named our End-Of-Year Campaign to be the “Joy Rebellion“.
Heavy inspiration was drawn from Olivia Rodrigo’s “GUTS” tour aesthetic, as it was currently culturally relevant and visually matching of a “rebel” vibe. We would take on a punky, “fun and f*ck you” tone filled with pop culture references, memes, and uplifting messages of hope and rebellion.
The campaign successfully hit its donation goal of $150,000 raised.
The initial mood board, color selection, and typeface suggestions for the campaign. It evolved into what was seen as the final product.
MEMES
The organization wanted to tap into “Meme Culture” to remain relevant during the campaign and to sprinkle a bit of humor into their message.
The memes were cross-generational, tapping to humor of both Millennial and Gen-Z potential donors. Engagement was shown to be strongest when resharing content and when staying on top of the pulse of pop culture.
JOY REBEL OF THE YEAR: CHAPPELL ROAN
It Gets Better gave its first ever “Joy Rebel of the Year” award to award-winning popstar, Chappell Roan. This award was featured by OUT Magazine with an accompanying article written by the organization’s Youth Voices.
QUOTES & CALLS TO ACTION
As a campaign living entirely on social media, it was important to make eye-catching and vibrant posts that slow down scrolling. These posts were all created using templates that I designed for the organization to quickly plug-and-play their own images and text, while still being visually cohesive as the same campaign.
The stickers shown were used as Call to Actions at the end of, and throughout, marketing emails send during the campaign.
