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: