Scope: Develop a thought-provoking public service announcement (PSA) ad campaign to convince the general public to act or change their actions on a particular social issue.
Process: Let Me Be Me is an ad campaign to persuade people by raising awareness about a social issue, in this case, is gender roles expectations. The goal is to inform and educate to the target audience’s attitude. Process is divided in two parts: Research and Execution. In Research, I defined my topic and audience, refined my messaging, and presented a creative brief.
In Execution, I brainstormed concepts, create and revise sketches, and deliver final results. For the branding, I decided to emphasize the last me so the audience can identify themselves. Also, to get a better result, I used testimonies of celebrities so the general public can learn and identify better about this particular issue and change their behaviors.
Role: Research, campaign name and logo, print design, online design, and ad application.
