Campaign Design & Strategy
charity: water
Designer & Senior Designer
As one of charity: water’s in-house designers, I was responsible for supporting the entire organization’s creative needs. From managing and evolving the brand’s design system to creating new brands for charity: water products like The Spring & The Pool to campaign work like 10 Million Served or donor support like the Angel Donor books and so much more. My time there was full of inspiring success stories, dynamic donor engagement, and understanding the impact that each day had on people around the world without access to clean drinking water.
Something about while it’s been a while since I was there, the work done during my tenure continues to be some of my favorites – especially when thinking about the power of impact-driven storytelling.
Role & Responsibilities
charity: water is a leading global nonprofit providing clean water to communities in need throughout Africa and Asia. Their unique brand-first, creative-focus approach to how fundraising and storytelling existed in the world provided a unique environment as a designer to let creativity run wild.
Below are snippets of some of my favorite projects from my time there.
The Brands
Branding at charity: water
For the launch of the new tagline, Vital Strategies wanted to do accomplish two things: share their excitement and optimism for the future of public health and to reiterate that public health is so much more than COVID, vaccines and masks.
To articulate our enthusiasm around the future of public health we crafted a narrative that carried across multiple mediums–a splash page, anthem video, and social media statement graphics–all around why now, why us and to rally the sector and advocates to get to work. Monopolizing on the fact that the general public does not know much about public health, we turned to quizzes and human-centric stories to showcase how much public health encompasses. We curated a quiz (web based and on IG stories) that included some basics of public health and highlighted our areas of focus, and then turned to our community and asked them: what is public health to you? Their answers were compiled in a series titled ____ is Public Health which was shared widely across all social media platforms.
The campaign launched on October 25th, 2021, taking over Vital Strategies website and social media platforms until October 29th. The ____ is Public Health content ran until November 19th, 2021.
During the run of the campaign, the splash page took over the Vital Strategies homepage, asking users to watch the video, engage with the campaign on social, and take the public health knowledge quiz.
As this was a limited-run campaign, the Vital Strategies takeover is no longer live, but you can see it via this archival link.
The campaign prioritized Instagram–both posts and reels–as the primary platform. Due to the statement-driven nature of the campaign, incorporating animation brought additional emphasis and excitement to the branded content.
#ReimaginePublicHealth +
________ is Public Health
The social media campaign ran across Instagram, Facebook, Twitter, and LinkedIn for 4 weeks and included over 400 graphics posted across our pages, influencer pages, and shareable assets translated into multiple languages to amplify our global community. Instagram, being the most visual platform, is the best place to see the campaign as a whole.
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