Live Brief
Changing Lives are a national charity who help many people experiencing homelessness, recovering from addiction, moving on from offending and many other difficulties by reaching out into the community and providing a sustainable and positive change to their lives.
With confusion surrounding the charity name and range of services it provides, the brief asked to design a campaign which would promote the wide range of help and services available. Also to bring more awareness, involvement, and to reflect the true identity of this inspiring charity. Additionally to design a launch event for
the campaign.
The winning campaign would then be displayed in Newcastle's metro stations during the christmas period,
to reach as many people as possible, and be launched at Newcastle's Metro Centre.
This campaign design won the brief, and was displayed from December 2013 to January 2013.
whyismile
After lots of in-depth research into the charity and it's range of services, a visit to one of the charities projects revealed it's true identity. While talking to staff and those using the service, we realised what a
positive, friendly and humerous environement it was, which strongly inspired the concept of the campaign.
Naming the campaign 'whyismile' promotes the positivity of the charity. The name questions the viewer about the reasons they may have to smile, also making them think about the many people in need who could be smiling with their help. Used as a hashtag within the campaign enables the message to be spread further online via twitter.
The four posters show viewers that the charity helps in other areas than just homelessness. A range of hands holding each poster gives the campaign a personal approach, and emphasises the diversity of people who benefit from the charity. The body language and appearance relates to the message presented, and key words written in handwriting further gives a personalised feeling. Two posters present a Christmas themed message, and bring a humerous side to the campaign.
The range of posters are consistent with the aesthetic of the charity identity, and have a bright, clean and simple design for easy viewing in their location.
Series of four posters promoting the range of services including; employment, volunteering, homelessness and re-offending, including two christmas edition posters.
whyismile campaign launch
The concept of the campaign launch was to get as many people involved and aware of the charity as possible, and to spread the positivity of the whyismile campaign. We asked passers-by to write on a postit note 'why they smile?' and to place it onto the charity board. This was to remind them of the positivity in their lives and the reasons why they should smile.
Many people were also asked to write 'why they smile' onto an A3 sheet and have a photo taken holding their message. This was to spread the campaign further online through facebook and twitter.
