The Campaign to End Isolation
The Campaign to End Isolation
Design and development of a year-long social movement campaign tackling social isolation in the local community.
Developed in partnership with the Women’s Fund of the Oshkosh Area Community Foundation, a non-profit fund for women and girls in Wisconsin, USA.
Project summary
For this public awareness campaign I began by conducting extensive research into existing studies on social isolation and loneliness. My team and I worked together to analyze trends from previous focus groups that had provided the inspiration for the initiative; bring together new groups to help validate research findings; and build campaign messaging inspired by the voice of those who have experienced isolation.
The campaign got noticed using a guerrilla marketing-style approach: Clear plastic "isolation booths" with live actors inside. While working with the Women's Fund to find placements for the booth and creating a social media calendar, we also worked with media to secure free coverage and paid advertising.
By the end of the campaign, the Women’s Fund gained 1,682 hours of community exposure through booth placement and community presentations alone; exposure for the issue as a result of public relations, social and paid media was significantly higher. The issue was covered by local and regional television and newspapers and 682 individuals made personal pledges to reach out to someone experiencing isolation.
My role: Design research, focus group facilitation, messaging, campaign development, budgeting, media buys, community presentation development and project management