Orange County, California, has one of the lowest literacy rates in the entire United States. When conducting research on childhood literacy rates in low-income areas, we found that nearly half of California students cannot read at grade level. In addition, in low income neighborhoods, the ratio of books two children is one book for every 300 children. We developed a campaign that would encourage adults from high income neighborhoods to donate used children's books to children in low-income areas. The purpose of this campaign is to increase the literacy rate in Orange Country and encourage children in low-income areas to read for fun by having access to books.
A Social Good Campaign developed and designed by: Rebecca Grach, Noah Haneman, Sierra Lee, and Abby Walters.
After reviewing our research we decided to complete our campaign with guerrilla marketing tactics to capture our audiences attention and encourage them to donate. Our target audience for this campaign is middle to upper-class millennial parents who have young children. We created murals with illustrative drawings that would appeal to both parents of young children and the children themselves. The murals below showcase our fairytale theme and provide drop boxes for our targeted audience to donate their books.
We also design social media posts that would cater towards millennial parents. Through our research we found that parents of these young children are most likely to use social media platforms such as Facebook and Instagram. We created more fairytale characters for the visuals/graphics and these post can be used to guide the audience to more information about how to donate.
Finally we created an editorial spread that contains an article about illiteracy rates while catering towards our campaign branding.
Check out our spark video below for more information about our campaign!
