Communication CampaignEye Donation
This project involves designing a communication campaign for a product/service or social cause in a hypothetical scenario. I chose to design a campaign for promoting 'Eye Donation' in the Indian scenario. Eye Donation has been much talked about already. People are basically aware how it beneficial it is. The same has been publicised by celebrities.After my initial research I realised that one of the main reasons why people hesitate to pledge to donate is that the have preconceived notions about the whole procedure. So, that is what I chose to target through my campaign. There were seven common myths that I chose to use for the campaign. The aim of the campaign was also to explain the facts to the target audience, apart from letting them know that what they think is true is only a myth. The immediate response expected was for them to contact the nearest All India Ophthalmologist Society for more information on Eye Donation. The long -term result expected was an increase in the number of people who pledge to donate their eyes.
The campaign was designed for the All India Ophthalmologist Society (AIOS) as the hypothetical clients. The target group was the Indian,middle-aged, urban, literate group.
Title and Colour Scheme for the campaign.
After various design explorations, I froze this design as the title of the campaign.
After various design explorations, I froze this design as the title of the campaign.
Do Not Donate Your Eyes.
Ironically, this statement works because it is not true. There exists a basic awareness about eye donation among people because of which they know eye donation is for the 'good'. I used this fact to come up with this title to make sure it grabs the attention of the target audience.
That is step 1.
Step 2: Print Ad
This Print Ad was designed for the newspaper.
I designed seven print ads following the same design language, one for each myth. The plan was to release each ad on each day of the week so that by the end of the week, people are familiar with the campaign.
This calendar was designed for the Ophthalmologists who are a member of the All India Ophthalmologist Society as a part of the campaign.
The calendar also works as a brochure since it has information about Eye Donation on one side and the calendar on the other. The calendar also has a myth written on the page which catches people's eyes and a copy in red below it ' you know this is not true' to make them realise that it is only a myth.
The calendar+brochure is also meant to make sure that the presence of the campaign is felt at the eye hospitals since the campaign is coming from the ophthalmologists.
The Cover
The Calendar with the myth 'Religion does not allow you to donate your eyes'. The myth is written in the second person context. Each page has a separate myth along with the month.
The page opposite to the calendar displays information (as shown above) about the procedure of donating eyes. It also gives out details about AIOS.
The Coupon.
The coupon was designed with an intention to include the target audience actively in the campaign. The plan was to give it out in the cases of spectacles through the opticians. The coupon has the name of the campaign on one side and the contact information of AIOS on the other.
The coupon is to be sent to the head office of AIOS by the person who gets it in order to avail a discount on the spectacles that he/she has bought. Along with the money, the person would also get a pledge form.
The motive behind this is to get people one step closer to pledging their eyes by getting the pledge form to them.
The coupon was designed with an intention to include the target audience actively in the campaign. The plan was to give it out in the cases of spectacles through the opticians. The coupon has the name of the campaign on one side and the contact information of AIOS on the other.
The coupon is to be sent to the head office of AIOS by the person who gets it in order to avail a discount on the spectacles that he/she has bought. Along with the money, the person would also get a pledge form.
The motive behind this is to get people one step closer to pledging their eyes by getting the pledge form to them.
