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Branding Passion: How to Create a Compelling Campaign for Social Change

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How can we use design to create positive social change? As creatives we have the ability to shift perspective and to create impact. But making this impact can't only happen with passion - there needs to be a strategic and defined process to carry the concept to real successful outcomes while not overwhelming you.

In this session, we take you through our approach and project samples like our Wheels4Water project which has helped bring safe water to thousands of people in Uganda. In the end you will see how doing these types of projects can change you, your company and how YOU see the world.

Published in: Design

Branding Passion: How to Create a Compelling Campaign for Social Change

  1. 1. BRANDING
 PASSION How to create a compelling campaign
 or project for social change @JustinAhrens @Rule29
  2. 2. WHAT IS BRANDING PASSION? A using of your ability and a 
 giving of yourself to shift perspective and 
 to create impact for social change
  3. 3. No one is useless in this world
 who lightens the burdens of another. CHARLES DICKENS
  4. 4. BUT
 WHY? Three factors for
 deciding to take
 on a project
  5. 5. CULTURE PASSION MARKETING
  6. 6. STEP 1 TAKE A LEAP
  7. 7. SEE WITH YOUR HEART STEP 2
  8. 8. STEP 3 DEFINE “WHAT”
  9. 9. WHAT DO
 YOU WANT TO
 ACCOMPLISH?
  10. 10. IN OTHER WORDS…
  11. 11. THIS IS LIKE
 ANY OTHER 
 PROJECT* *But with a twist!
  12. 12. STRATEGY + ASSETS Keynote Presentations PRINT PROMOS Website ONLINE Social
 Media
 ‘Memes’ HTML
 Email Hats Shirts Other
 Apparel Stickers LogoBrochure Book Sponsor Deck Poster(s) Video(s) Stationery ‘Ask’ Letters Banners
 & Signage PARTNERS Buttons Handout(s) Yep. It’s a lot
 of work, but worth it. Vendors Volunteers
  13. 13. LIRA, UGANDA 02°14’56”N
 32°54’00”E
  14. 14. THE “WHAT” CRITERIA 1. Use the team's core capabilities for good 2. Make sacrifices (money, time, responsibility, pain) 3. Raise $40,000 to help 1,000 Ugandans
  15. 15. THE STORY Ride our bikes from Boston to Chicago
 (about 1,000 miles), filter our own water,
 and get each mile sponsored for $40
  16. 16. STEP 4 DEVELOP YOUR TEAM
  17. 17. YOU CAN’T DO
 THIS ALONE At least not without driving you
 (or your loved ones) insane
  18. 18. STEP 5 BUILD THE STORY
  19. 19. STEP 6 BE PRESENT
  20. 20. WHAT WE
 LEARNED
  21. 21. 1. 1,000 Miles…is a long-ass way
 (actually 1,207 miles). 2. It takes a village. 3. Great things are not easy. 4. You can design way too much stuff. 5. YOU CAN MAKE A DIFFERENCE.
  22. 22. STEP 7 FINISH STRONG
  23. 23. IT’S OVER.
 NOW WHAT? How to deal with the
 post-event withdrawl
  24. 24. SAY THANK YOU!
  25. 25. STEP 8 MAKE IT SMARTER
  26. 26. 1. Tell the story better…simpler 2. More strategic promotional assets 3. Bring the sponsors in earlier 4. Make it a year-long story 5. Share the load more, i.e. expand your team
  27. 27. THE NEW
 WHAT
  28. 28. NEBOBONGO, DRC 02°27’5”N
 27°37’45”E
  29. 29. WAS IT SUCCESSFUL?
  30. 30. 1. Take a leap 2. See with your heart 3. Define “what” 4. Make a team – 
 you can’t do it alone 5. Build the story 6. Be present –
 experience the work 7. Finish strong –
 celebrate, say “thank
 you,” take time, 
 re-assess 8. Repeat? If so, 
 make it smarter
  31. 31. The best way to find yourself
 is to lose yourself
 in the service of others. MAHATMA GANDHI
  32. 32. HOW WILL YOU SERVE OTHERS?
  33. 33. WHAT’S
 NEXT?
  34. 34. TEAM
 ILLINOIS July 9, 2016 TEAM
 ARIZONA October 8, 2016 TEAM
 ANYWHERE Anytime 2016 WHEELS4WATER.ORG
  35. 35. THANK
 YOU @JustinAhrens @Rule29

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