Beneath the Surface is a project done in conjunction with the US Department of Homeland Security. We were tasked to develop and execute campaigns and social media strategy against violent extremism (terrorism) that are credible, authentic, and believable to a target audience and which resonated in their communities. My role in the project was as Advertising Department head. I oversaw the branding, creation, and distribution of the marketing materials while working in closely with the rest of the team.
Group Members: Kyle Flores (CEO), Caitlin Connelly (Research), Jessica Sachett (Accounting), Cassie Clayton (PR), Cedric Harriston (Strategy), Julia Bender, Lauren Carroll, Brooke Stoddart, Eric Gaspar, and Liam Kerins.
01. Branding
Heavily inspired by the concept of propaganda for good, we developed an easily distinguished logo and loud branding system and colors.
Heavily inspired by the concept of propaganda for good, we developed an easily distinguished logo and loud branding system and colors.
02. Outreach Posters
03. Social Media Campaign
The "Instagram Selfie Challenge" campaign challenged our followers to engage with us about the times that they had felt that stereotypes had held them down. We encouraged participation through posting our group members and participants to our Instagram, as well as a randomly-picked prize.
The "Instagram Selfie Challenge" campaign challenged our followers to engage with us about the times that they had felt that stereotypes had held them down. We encouraged participation through posting our group members and participants to our Instagram, as well as a randomly-picked prize.
04. See Through A Different Lens
To encourage further engagement, we hosted an on-campus event that brought together members of the community to continue the discussion about stereotypes and how they affect us. I created collateral for the event as well as marketing materials for table sitting purposes.
To encourage further engagement, we hosted an on-campus event that brought together members of the community to continue the discussion about stereotypes and how they affect us. I created collateral for the event as well as marketing materials for table sitting purposes.
