Overview: LitWorld is a non-profit organization that serves mostly third world countries or populations that are in crisis. Their goal is to enhance children’s lives in their native countries by providing them with meaningful literary experiences.
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Problem: Haiti is one of many countries in crisis being served by LitWorld. However, the channels through which Haitians can find out about LitWorld are limited. The challenge was to find unconventional but effective ways to advertise LitWorld’s services to Haitians through an internal ad campaign.
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Solution: Advertising through everyday objects rather than traditional print ads and digital ads rarely viewed by Haitians and increased awareness among potential donors through an attention-grabbing TV spot.​
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Animation
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Photoshop
My Role:
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Strategy & Research
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Creative Direction
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Copywriting
T-Shirt Design
A t-shirt that could be worn by U.S. aid workers, encouraging Haitians to inquire about LitWorld’s programs. All colors were inspired by the colors that are commonly found in Haitian art. This t-shirt would serve as a substitute for traditional print ads.
School Supplies
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School supplies such as a book bag and pencils with copy meant to help children feel inspired to learn.
Blanket
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Blankets are something that is commonly handed out by aid workers in Haiti. These would serve as a permanent reminder in the home to both parents and children that LitWorld programs are available in their region.
Planner
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The planner can help students stay on track with their schoolwork and inspire them to love pursue extracurricular educational options with inspirational quotes from books and a list of meeting times and locations of LitWorld programs.
Front
Back
Guerrilla Campaign
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The guerrilla campaign creates an interactive experience, sending the audience on a scavenger hunt through the city, facilitated by hints through LitWorld's twitter and the Aurasma app. Participants would be on the lookout for meaningful phrases from the book "Haiti, My Country," a book of poetry written by Haitian children. Once all of the phrases are found, a new book of poetry written by children helped by LitWorld will be released for donors to purchase.