An NGO Campaign, experiment project
The mission is to develop and pitch a professional marketing campaign and fully functional website for an NGO. This team chooses Heifer International. The campaign must have social media content, promotional video, promotional material - ads, brochures, billboards, contests, posters, and a fully functional-responsive website to receive traffic from the campaign with an API Backend to Handle Data
CONCEPT / DISCOVER
The food you consume has a story, and Heifer has a mission to support the people behind them as much as possible.
Heifer has projects in more than 21 countries that help local farmers, on 3 continents, giving families the opportunity to have economic support and reduce global hunger and poverty.
So, this spring, Heifer invites you to discover the road behind your food, the projects around the world, and be part of a better world.
In this campaign, we start with a question to the users, making them think, that simple things such as food, have a story background!
So, this spring, we invite you to discover the road behind your food, watch the projects around the world and be part of a better world.
CAMPAIGN GOALS
• Support Heifer projects in all countries• Let the people be involved in the projects by showing the map projects
• Raise donations money for the International projects
• Promote the Agriculture and Sustainable field
Advertising
The printed pieces are a medium to connect the audience that doesn’t have much contact with technology but can still go to a website URL added in the call to action.
They can be high and medium-demand magazines, posters, and billboards.
Social networks are an important means to generate connections with a young audience.
As a first step create a Challenge #ImAFarmerToo to make knowledge about urban agriculture, create your own food, and show the work behind being a small farmer to generate that engagement with the audience. It is launched on TikTok and Instagram.
As a second step, the posts on Instagram and Facebook would be constantly talking about what is behind the stories, where some foods come from and talking about the communities.
The Promo video
The promotional video will have an inspiring message, and like the campaign language, it is based on showcasing the work of the communities that Heifer supports. It also leads to the website
It is published on YouTube and on Facebook and Instagram, it is directed to the YouTube account to generate more views.
Website and forms
Additionally, the user has the choice to donate during the planned 4-month spring-summer campaign, choosing from 3 different tiers with their respective perks.
The website features a donation form where the user can fill up their information to receive their perks and finalize the donation process. All the data is sent to an API in the back-end posting the sent data to a database.
This project was for the Final Integral Project (FIP) at Fanshawe College’s IDP program Winter 2022- 4th term.
Project made by:
Natalia Pabon - Graphic designer and Project Manager
Burak Turkmen - Motion Designer
Shirin Kazeroon - Frontend developer
EDUARDO SCHLICHTING - Backend developer
