Defining a visual campaign

- [Instructor] A visual communication campaign targets one or more common goals using strategic visual content, such as infographics, motion graphics, animated GIFs, eBooks and more, all of which are unified under one visual aesthetic, and seek to achieve a common goal. Why create a visual campaign? Singular pieces of visual content like infographics and motion graphics have limited impact when they stand alone. Supporting these things with additional visual content that furthers the message provides a much larger impact. Whether providing a close look at a particular topic, or a broad overview of something larger standalone projects aren't meant to convey everything. In other words, one-off visual communication projects, while effective at conveying meaning quickly aren't usually adequate for solving big problems or achieving big goals. Visual campaigns allow you to harness the cumulative power of diverse projects by implementing a multi-faceted and multi-channel content plan. A visual campaign is cohesive, thorough, and, if executed properly, greater than the sum of its parts. There are many components of a visual campaign and here are just a few examples. As you can see these campaigns are not limited to infographics, and instead, focus on combining multiple pieces of visual content to achieve a single goal. In the following chapters I'll walk you through a visual campaign from start to finish. For now though, I want to share a visual campaign with you to give you a high level understanding of how campaigns work. WeCount is a Seattle based non-profit organization that is using the shareconomy and technology to help end homelessness. The shareconomy is a newer concept. Think of popular services like AirBnB and Uber. These services exist only because general consumers are willing to share their property. By sharing their property they contribute to a new, multi-billion dollar industry, the shareconomy. Through their easy to use smartphone application, people in need can search for items like backpacks, tents, coats and more that are donated for their use. They can claim the items they want and then pick them up at a secure pickup and drop off location. When we started working with WeCount they set a very straightforward goal, to have seven thousand homeless people using their application and 21 thousand donors like you and I using it. You might be surprised to learn that 90% of homeless people have access to a smartphone. To help get the word out, we developed a three tier campaign that focused on producing content for each target audience. We developed bus ads which we knew would be seen by the homeless and donor communities equally. We developed advertising to be placed in free newspapers as well as the newspapers sold by the homeless community. We created brochures to be passed out at shelters and local events, and we developed an animated video and an infographic to live on the WeCount website and educate donors about their service. (sparse music) - [Narrator] Many in the homeless community own a smartphone or a laptop. Some hold full-time jobs. Others had a place to live just a few months ago. The only difference between us? A personal community of support. A safety net. (upbeat music) From 2011 to 2016, King County saw an 84% increase in people living outside and unsheltered. In response, Seattle has declared a state of emergency on homelessness, allowing the city to deploy important resources faster. But, what if offering and asking for life-saving help was as simple as opening an app? WeCount enables those in need to ask for outdoor gear, home goods, and personal care needs. Giving someone a backpack might not end homelessness, but it could start a conversation that secures social services and saves a life. That means you can make a difference, and together, we can become a safety net. - [Instructor] Every element ties together under a unique visual aesthetic, which we call a visual language. In chapter three I'll discuss visual languages in depth to give you a better understanding of how to create one. As you can see, each piece of visual content can stand on its own, but it remains united under one goal, one aesthetic, and a consistent set of target audiences. This is what makes our work with WeCount a visual campaign versus singular projects. Of course, a lot of up-front work is required to get a campaign off the ground. In the next chapter, I'll share with you how to start your visual campaign to ensure you can set it up for success.