Our Client, Health Ability, is a not-for-profit organisation in Eltham that supports the community through its vision; helping families, youth and the disabled. Health Ability in partnership with the Eltham Chamber of Commerce and Industry is launching the campaign: Lend a Hand, which focuses on the issues of domestic violence and equality within the community. Health Ability plans to launch a 16-day campaign, and our job was to ‘paint the town orange’, engage in a social marketing movement, and encourage local traders to participate in the movement.
Approaching the project, the group defined several promotional components to be created, forming a consistent brand personality that would relay messages of support and awareness in Eltham. The use of social media, promotional wear, collateral for traders and the Paint the Town Orange concept allowed our team to explore the themes of support and awareness through a variety of material, using specified colours and logo from Victoria Against Violence.
When considering the social media aspect of the Lend a Hand campaign it was determined that content would launch across the networks of Facebook, Instagram and Snapchat. We created a variety of promotional image filters and a hashtag #ElthamAgainstViolence, so to provide an interactive component of the campaign that can be supported by individuals from outside the Eltham region and within. All aspects of the campaign were made to establish the movement of Lend a Hand as a legitimate action that is endorsed by the people in and surrounding the community as well Health Ability.