Case Study Smash The Stigma: Multi-Channel Campaign
In 2021 Newport Academy partnered with The Trevor Project during Mental Health Awareness Month & LGBTQ+ Pride Month to bring awareness to mental health issues with a focus on those occurring within the LGBTQ+ community via an integrated campaign and donation match to The Trevor Project.
As the creative associate I was in charge of the visual concept of the campaign and generating cohesive visual assets across all marketing channels: emails, blog posts, event promotional materials and social media. Part of the campaign was
Integral part of the campaign was an viral influencer campaign in which I designed a packet of materials including a smashable chocolate heart. The celebrities were encouraged to post a story of them smashing the chocolate heart to raise awareness to mental health issues in LGBTQ+ teens and young adults. In total 23 celebrities participated in the campaign for a total reach of 50M followers.
Email Header
Instagram Posts
Influencer Campaign Collateral
Media Event Invite
Planting Hope 2021
Client: Newport Academy
Demonstrated Capabilities::
Creative Ideation || Photoshop
About the Project:
For Mental Health Day, the client requested to hold an event in honor of the day. To symbolize the emergence from the COVID pandemic and return to “the new normal” we decided on a series of events that will be held at all of the client’s residential facilities called “Planting Hope” during the event a garden will be planted at the facility to symbolise hope and raise awareness to the mental health crisis in the U.S. and the world. For this project I created graphic identity that ties in with the brand’s style guideline and using a dark, rich green to tie it in with the ecological messaging.
