The Ask: Design a social marketing campaign that addresses a social issue using the social marketing mix and marketing best practices.
The Process: I reflected back on my time visiting the Imperial War Museum in London, UK. I recalled the propaganda designed for women during the war to reduce their consumption for the greater war effort. “Ask Grandma Sew-and-Sew” was adopted from the WWII propaganda phrase, ask “Mrs. Sew-and-Sew”. While we face a different global crisis, it is just as dire to join forces and change our consumption patterns. This cause was important to me because having worked in the retail industry, I saw first hand the amount of clothing that goes to waste.
The Solution: This up-stream marketing campaign was designed to promote sustainable fashion consumption behaviors and address the value-action gap in young UK shoppers regarding over-consumption. Seizing the the opportunity of viral trends and developing strong story telling techniques are at the heart of this campaign. From a creative standpoint, I wanted to communicate nostalgia mixed with new energy hence the bright colors and neon effects throughout the messaging.