Causes I Care About Campaign – All Hands On Deck!

Last week, I shared some of my progress on my print ads and video. I've been making more adjustments since then, and I'm almost ready to call both of them finished. On another note, please pardon the finicky GIFs; they won't move that quickly in the final video. 

Franklinton_Gardens_Print_Ads_WIP
What Is Local

I've also tinkered around with a MaKey MaKey kit. Although we've been given the choice between that and Aurasma, I'm taking up the challenge of working with the former. Thinking of an interactive concept has been difficult, but I think I have an idea. My goal is to wire up a few potted plants, and make each one produce a different sound when it's watered or shoveled. In essence, I'm combining a small garden with a soundboard. I already have a prototype working, so now I just need to round up a few plants. Here's the prototype in its half-finished glory:

makeymakeyWIP

In a few short days, I'll be presenting the campaign. It's almost there!

Causes I Care About Campaign – Print Ads and Video WIPs

Last week, I said I'd make substantial progress on the print ads and video for Franklinton Gardens. Since then, I've decided upon a slight change to the visual aspect of my campaign, choosing to use photography and video footage as the primary focus, with illustrative and typographic treatments as accents. You can see some of the progress here:

On Tuesday, I'll get to tinker with a MaKey MaKey kit, which should help me develop ideas for my interactive guerrilla tactic. I'll also make some additions and adjustments to my existing deliverables, of course. The deadline is fast approaching!

Causes I Care About Campaign – Beginning The Deliverables

Last week, I shared some of my strategies, visual inspiration, and sketches with my class, receiving some constructive feedback in the process. I learned that my first strategy, "Local In Every Way," seemed to resonate with them the most, and they seemed to prefer the second visual approach, which combines graphic, textured graphic shapes that complement any photography/video and supporting copy.

As mentioned in the previous post, I've begun developing the various components for the campaign, starting with the copy and imagery for the print ads. I'm not entirely set on these just yet, but I'll have a clearer visual direction after acquiring my own photography and video.

 

I've also been sketching out boards for the video spot, and I'm strongly considering the possibility of including some interviews. In their very nature, interviews can be unpredictable, so some of the sketches are rough guidelines that can be manipulated and rearranged depending on the answers participants give me.

 

Within the next week, I'll have taken photos/video, experimented with MaKey Makey, and begun piecing together the print ads and video spot.

Causes I Care About Campaign – Research and Strategy

Last week, I explained a few of the causes that I was considering for this project, with my top pick being Franklinton Gardens. Although much has happened recently, I'll keep these developments somewhat brief:

Description and Problems

Franklinton Gardens is a local nonprofit that operates a network of community gardens. With the support of donations and volunteers, they grow fresh, organic produce in an area that's devoid of access to such food. The vegetables are then sold on-site and at farmers' markets, or donated to food pantries. In short, their work includes growing healthy food, renewing urban spaces, and promoting an interest in gardening/community involvement.

Although the organization has continued to grow, few people outside of Franklinton know about their work, prompting a need for greater awareness and engagement. There's also a slightly negative perception of Franklinton as a community, so placing greater emphasis on programs like this is crucial.

Target and Strategy

I plan on targeting middle-class individuals that fall under the "reformer" archetype. These people live within the Columbus limits, support local establishments, participate in city events, and search for new ways to be closer to their community. By appealing to their sense of collective "ownership" of the city they admire, I hope to demonstrate that a garden can do so much more than simply grow vegetables; it can strengthen a community, make everything feel a little closer to home, and renew urban spaces. Here are my 3 strategies:


1 – “Local In Every Way”

The cause is local in every sense: the gardens, the volunteers, the produce that’s grown, and the beneficiaries (including the targets themselves).

2 – “More Than Produce”
The community gardens don’t just grow vegetables; they promote healthy, sustainable living, renew neglected urban spaces, and bring people closer together.

3 – “No Green Thumb Required”
Not everyone may be a professional gardener, but that doesn’t mean they can’t learn or donate.

Visual Inspiration and Sketches

Within this strategy, I intend to explore several visual concepts:

1 – An approach that places emphasis on the human elements behind the cause. A pleasant, more subdued with more earthy colors and handmade lettering and illustrations that emphasize the hands that go into the gardens, as well as the organic produce that comes as a result. These would all serve as accents to the photography/video in the campaign. Stylistically, this is probably the most "down-to-earth" tactic:

inspirationboard1
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2 – A series that utilize textured, graphic illustrations of produce, gardening tools, hands, and faces, striking a balance between the hands-on aspect of the cause and the contemporary appeal towards the target demographic in question. Unlike the first campaign idea, these illustrations would serve as the dominant visuals, with any photography/video serving as a secondary element. This direction might be the most lighthearted and playful of the three:

inspirationboard2

 

3 – A bold, colorful, and more contemporary campaign that reinforces the local, approachable nature of the organization, coupled with photography and video. Illustration is almost nonexistent here, with real-world footage doing most of the "talking." This concept would arguably have the slickest, most professional look:

inspirationboard3

 

Visiting the Gardens

I also took the opportunity to visit the gardens a few days ago, giving me the chance to speak with a few volunteers. When I asked them about their experiences, they were quick to mention the amount of knowledge gained and camaraderie formed from working in the gardens, Apparently, the gardens have received such strong support from the community that many neighbors have been inspired to start gardens of their very own, a trend that excites the volunteers. As far as improvements go, the cause has been meaning to work on promoting its mission through more than simply word-of-mouth, which is exactly what this project is intended to do.

Moving Forward

Simply put, hearing from people with firsthand experience was incredibly helpful, and they've given me a handful of upcoming events that could be great photography/filming opportunities. I've pulled inspiration and will soon sketch out several concepts. By next week, I should begin producing content for the different deliverables, such as photography, illustrations, and storyboards.