For this semester long project, I worked alongside a small team to multimedia content for the Fredericksburg Regional Food Bank. Based on conversations with staff at the Food Bank, we focused our promotional strategy on two main goals: 1) Driving small donations, particularly after the dip in giving following the Holiday season, and 2) To promote volunteer opportunities, particularly to younger individuals who might not be aware of the Food Bank.
Below are the final products of our two main campaigns, along with some background information regarding our messaging and design process.
Social Media Campaign
As a group, we created nine posts with five infographics and four photo-based posts that all focused on bringing awareness for monetary donations, why, and how to donate.
The images shown here were three I produced in Photoshop. We relied primarily on photos taken from the Food Bank’s archives as well as Feeding America’s selection of photos.
For our color scheme, we also used the established 3 color palette from Feeding America, along with two fonts (Gotham Black for the header, Seguo UI for the body text) that closely matched their aesthetic.
For our calls to action, we wanted to drive folks to donation portals on the FredFood website, and emphasize the impact that their donation —no matter what size — could make.
Video Campaign
For our video campaign, we wanted to showcase the volunteer experience at the Food Bank, especially by showing the variety of roles and the community connection that came with volunteering. We filmed over the course of 2 weeks on-site at the Food Bank, shooting 5 interviews with Food Bank staff and volunteers as well as roughly 2 hours of B-roll. We then edited these down into 3 separate 1-2 minute pieces to be release on YouTube and other platforms.