To mark DBS Foundation’s 10th anniversary, the organisation is committing SGD 1 billion to support vulnerable communities over the next decade. This initiative positions DBS Foundation as a catalyst for impactful change, aiming to inspire public and internal stakeholders to engage and offer their support. I find this a meaningful event and, therefore, have an idea to help launch it.
To effectively launch this initiative, I have selected three different mediums across various channels:
- Social Media Post: Targeting external audiences
- Promotional Video: Engaging both internal and external audiences
- eDM: Communicating with internal staff
Disclaimer: The content and concepts presented here are created for demonstration purposes only. This is not an actual campaign.
The campaign focuses on supporting the vulnerable and recruiting volunteers, centred on the theme of people helping one another. The design element chosen for this campaign is the “hand”, symbolising action and concepts like “helping hand”, “care”, and “give and receive”.
To demonstrate cultural inclusivity, different shades for skin tones were selected. The visuals’ rounded shapes create a friendly and approachable atmosphere, while the simplified illustration style gives a modern and endearing appearance. Incorporating the hand icon communicates these concepts and aids future icon development as the campaign grows.
To enhance searchability, the hashtag “#VolunteerWithDBSF” was introduced. A handwriting-style font was chosen for the tagline to align with the DBSF logo, adding a personal touch and making the tagline stand out amid corporate fonts.
In the social media template, hands in DBS colours are included at the bottom, framing the visual and drawing attention to the campaign hashtag, ensuring consistency with other campaign materials.
The visual is divided into three parts and is recommended to be posted separately over different weeks. The greyed patch piques curiosity, suggesting that “the more volunteers we have, the more lives we can help“, The image chosen depicts three generations: the elderly, midlife adults, and children, representing the campaign’s beneficiaries.
In today’s challenging climate, people may feel low due to economic difficulties, inflation, and layoffs. To boost morale, an upbeat song with a lively tempo was selected to infuse energy. Unlike traditional inspirational videos, this one exudes a youthful and vibrant vibe, aligning with contemporary trends. Recognising limited attention spans, the video is concise and straight to the point, with a caption directing viewers to sign up or find out more.
For the eDM header, I selected these two images because they reflect the tasks required of internal staff, which include providing financial sessions and volunteering. The red and black hands are nicely framed below these images to ensure a consistent look with the overall campaign.
Moving on, I utilised the hand illustration as an icon to make the overall content clearer and more engaging. I also reminded the staff to use the campaign hashtag to help promote the event on social media.
To maximise exposure, I have created a profile photo frame that can be applied on Facebook. Starting with the internal staff, this is an effective method to raise public awareness.
