TIMELINE: 1 Month, Fall 2018
Marketing, Social Outreach
IN THREE WEEKS is a social impact campaign designed by my fellow group members and I for our Art, Design, and Digital Culture class. The premise was to create discussion around what Penn students were looking forward to in three weeks. The campaign started in the midst of finals season, thus its main purpose was to uplift students and help them relieve stress by reminding them that what they are going through is only temporary. Since Penn Face (putting up a front that everything is okay, even if it's not) is common among Penn students, we wanted to provide a space for students to vent without any restrictions.
All Penn students are experiencing the same thing; how do we provide them an outlet?
We identified 5 main challenges:
USER OBSERVATIONS & RESEARCH
Thus, our group sought out to understand the current state of Penn students. We talked with our peers, observed their actions, and tried to empathize with them. Here's a summary of our insights:
Obviously, the stress was real and everyone was pretty much high strung during finals season. Students were busy, trying to catch their breath. Sleep deprevation was also apparent.
Our solution came in a two part plan:
1. Create engaging and attention grabbing posters that promote a relatable message and lead students to a url. These posters would be placed in areas of high student traffic, like Locust Walk, libraries, cafes, lecture halls, etc. The posters utilized a bold font: Helvetica, which offered intrigue and vagueness that captured the attention of students. A variety of statements were printed on the posters: in three weeks, you will be home, you will see your dog, you will sleep in your own bed, you will see your family, etc.
2. Create a website that allows student to anonymously post what they are looking forward to in three week. Students can sort by popular, depending on how many likes a post received, or by recent.
To our surprise, the project also achieved small virality, with students referencing the posters on their social media:
Thanks for reading my case study! The process has been incredibly informative and I'm so grateful that my group and I's project reached this much success. I'm also glad that we were able to relieve any kind of stress that Penn students were experiencing. As someone who also sometimes has Penn Face, it was also uplifting to know Penn, as a community, was struggling with me. I think the project overall increased the empathy that Penn students felt toward each other, which is very important.