A social campaign to raise awareness and funds for our elderly living alone in one-room flats via crowdsourced projects. In the two months it went live, the campaign raised $61,122.93, galvanised 50 pledged projects by corporates and individuals, executed social media and video marketing campaigns, and garnered publicity via national newspapers, broadcast, and media influencers.
The campaign was conceptualised with a few goals:
- To help this community by raising $25,000 for non-profit housing organisation Habitat for Humanity’s Project HomeWorks
- To raise awareness about the living conditions of these elderly people, the majority of whom are physically or mentally handicapped, and living alone in terrible conditions
- Empower and inspire everyday individuals in taking action according to their capacity to make a difference
Watch the video here.
Ambitious? I was told so.
Especially when the team was just myself and ad-hoc help with art direction and web programming. The rest of it — from campaign planning to UX design, copy writing to media outreach, social media marketing to events planning and sponsorship — it would be all myself. On top of a full time job being a PR / Editor at interior design journal Cromly.
But I wanted to highlight an issue that, while salient, was not given much attention to (the video is some evidence of that). And I wanted to provide a platform that encouraged the individual to take action in their own way, no matter what they do and the output.
And they did.
Website design & UX
One-pager scroll with 5 UX-sections. Below are 2 examples: