As the Design and Creative Lead for The Natural Step Canada (TNS), I produced a digital fundraiser and public awareness campaign from concept to execution.
TNS wanted to inspire Canadians to take action on climate change. We were looking to create something that had the potential to be shared virally through social media. As a secondary purpose, the campaign would raise awareness of The Natural Step Canada and increase donations from individuals.
The primary focus for this project was a feature video that highlighted the campaign and drove users to upload their own stories. Engaging people’s emotions about climate change tested more effective than a campaign promoting facts.
Through emotional messaging, we improved the adoption of the TNS mandate, increased our subscriber list through segmented messaging, and improved communication open rates and individual donations.
The content was optimized for three user personas and driven by cookie-based geo-location. It was also crucial for content to be easily digestible and segmented for use on social platforms.
Three distinct personas were identified to drive digital marketing efforts and to customize content based on emotional drivers: hope for a future, a sustainable planet for grandchildren, and opportunities for new economies/technologies.
Adding a human element to the marketing materials was essential, but a challenge as one demographic would not emote well with other groups. After evaluation, it was determined that indigenous people and people of colour would best represent the campaign.
I’m obsessed with the art of captivating design. I dive deep into understanding your business goals, immersing myself in your brand and target audience. Through a collaborative process, I create designs that resonate with your users on an emotional level, igniting their curiosity and sparking a lasting connection.
