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Canine Companions for Independence
The “Best Companion” Campaign was created for Canine Companions for Independence to effectively inform and educate the public about the organization’s mission and the vital role of assistance dogs for individuals with disabilities and veterans. This campaign aimed to engage targeted consumers by showcasing heartwarming stories, highlighting the transformative impact of these service dogs, and encouraging community involvement.
Target Personas
In researching the target demographics for the “Best Companion” Campaign, understanding the psychological and physiological needs of consumers was essential. By delving into the motivations behind why people connect with brands, the campaign aimed to establish a meaningful need-product connection between Canine Companions for Independence and its audience. Creating detailed target audience profiles or personas allowed for a deeper insight into the lifestyles and backgrounds of potential supporters. This approach facilitated a more tailored campaign message, ensuring that it resonated effectively with different user types within the target demographic. Ultimately, this strategy aimed to foster a stronger emotional connection with the organization and encourage greater support and involvement.
Design Thinking Ideation
With the target personas finalized, the next step was to create a design solution for Canine Companions for Independence by sketching six different testimonial ad concepts. Each iteration aimed to capture the essence of the organization while resonating with the audience’s emotions and experiences. By exploring various designs, we sought to identify the most effective solution that aligned with the client’s voice and tone. Ultimately, one concept was selected that authentically encapsulated the spirit of the target market, ensuring a genuine connection between the organization and its supporters. This approach was crucial in developing a campaign that truly reflected the impact of assistance dogs on people’s lives.
Initial Comps
Some sketches did not advance to the digital mockup stage due to their lack of connection with the target demographic outlined in the personas. For the testimonial ad campaign, it was essential to convey awareness and resonate with the intended audience. Concepts A, B, and C successfully achieved this connection, each in distinct ways while maintaining the authenticity of the non-profit. These three mockups effectively captured the essence of the organization, ensuring that the messages would resonate with readers and leave a lasting impression. By focusing on the emotional impact and storytelling aspects, these concepts aimed to create a meaningful bond between the audience and the mission of Canine Companions for Independence.
Final Campaign
Ultimately, the testimonial ad campaign based on Concept B, the “Best Companion” Campaign, emerged as the final design decision. This concept resonated deeply with the target demographic outlined in the personas while effectively addressing the awareness challenge. By featuring ordinary individuals who benefit from the assistance of Canine Companions for Independence, the ad created a genuine connection between the audience and the message.
After developing static testimonial ads for print, the design thinking expanded to engage a broader audience through digital formats. The creation of a motion graphics video added an emotional depth that static ads couldn’t fully capture. This video not only showcased the stories of individuals and their canine companions but also conveyed the warmth and impact of the brand, enhancing overall engagement and awareness. By integrating these elements, the campaign aimed to foster a deeper understanding of the organization’s mission and its significance in the lives of those it serves.
