Last year, @sharethedignityaustralia reached out to @thecommscrew - a group I've been very proud to be a part of - with a brief to reinvigorate the bi-annual Dignity Drive campaign. After seven successful years, it was time for a fresh approach to the 'tried and tested' way of communicating the campaign.⁠
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We wanted to deliver a strategy that:⁠
1) Encouraged people to stop and think⁠
2) Became a conversation starter⁠
3) Evoked an emotional response⁠
4) Was playful and interactive⁠
5) Made an impact in compelling supporters to donate to the Drive⁠
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On the morning of our brainstorm, I wanted to break the ice with a round of 'Would You Rather' and wouldya believe it, we had our creative concept.⁠
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We created a range of 'Would You Rather' scenarios based on real stories to prompt a full spectrum of reactions from relatable to confronting - highlighting that for people experiencing period poverty, these choices are their reality.⁠
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@thecommscrew worked with Share the Dignity to develop the integrated campaign strategy, implementation plan and templated assets - including social media content and graphics, poster artwork, website and email copy, conversation cards and PR materials.