Project Background
In order to boost the engagement and awareness of a non-profit organisation (NGO) amidst the COVID-19 pandemic, we were tasked to create a social media campaign to help the NGO of our choice on Instagram. I chose Club Rainbow Singapore (CRS), a non-profit organisation supporting chronically-ill Singaporean children and their families with compassionate relevant services.
Via Club Rainbow (Singapore)
Objective
The objective of this campaign #smilingrainbows is to raise awareness as well as encourage more people to participate in fundraising events/volunteering under CRS. I chose 'rainbows' which is derived from the organisation's name, and 'smiling' which shows how the beneficiaries are still able to find happiness and are not limited by their illnesses.
Primary Research & Identified Opportunities
From a survey I conducted, only 9.1% out of 30 respondents have heard of CRS from social media. This suggests that their social media presence is not as strong as little people know them from online platforms. The opportunities I identified were to encourage audiences to engage under their posts and interact with them, as well as shorten their captions and add context on the cover pages to increase attention span. I would also want to target Singaporeans who are unaware of NGOs aiding children with chronic illnesses and those who would like to lend a helping hand.
Posts & Stories Storyboarding
Instagram Campaign
I stuck to the colours of their logo - red, blue, yellow, green and introduced pink. Additionally, organic shapes and dotted lines are found throughout the content. The posts and stories include information on CRS' history, how to help CRS, giveaways, informative posts and well wishes etc. Reels, animated posts and carousels are used to capture attention as well. Through the graphics, I want to convey an uplifting feeling and evoke a sense of fun.
Posts
Stories (5 story highlights)
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