I Matter Campaign Proposal by Emily Harris

I Matter

Campaign Proposal Emily Harris, Sally Chae, Tina Chen

Table of Contents 3

Mission Statement Issue/Needs

4 5 6

Introduction Background Case Study

8 9 10 11

Proposed Solution Campaign Strategy Audience Execution Plan Promotional Pieces

Conclusion

18 19 20 21 22

Graphic Identity Logo Alternate Uses Inappropriate Logo Usage Colors & Typography

Sources

Mission Statement The I Matter campaign seeks to motivate and inspire people in their 20’s and 30’s to be strategic with this important time in their lives because what they do with these years can shape the rest of their lives. Using tools from clinical psychologist and life coaches the campaign helps this age group identify that they matter and ways to be intentional with these foundational years.

Need I Matter is a call to action campaign that seeks to help 20 and 30 year olds start living intentionally. During your 20’s and 30’s you are faced with big decisions. It can be a time of uncertainty. Statistics show today that 50-70 percent of student change their majors at least once while most will change up to 3 times before they graduate (La Verne University). This shows that many young adults are looking for what matters to them and what will be a fulfilling career. According to Gallup, a Washington DC polling organization, unhappy employees outnumber happy ones by two to one. This indicates that even once many people find a career that they are not always fulfilled. I Matter seeks to bring tools to individuals to help them find what matters to them so they are able to make decisions that will bring fulfillment and satisfaction instead of living an unfulfilled life.

Introduction

BACKGROUND Day by day, people make decisions; and whether they are conscious or not, these decisions create outcomes, change, and reactions in our lives. But how often do we utilize the altering potential in each of our decisions? There are many people in our world today dedicating their lives to causes that have impacts, yet there are many people who spend countless hours in isolation or behind a screen and lose touch with the reality that how they spend their time has an impact on more than just themselves. As a team of young adults we wanted to create a campaign that reminded people that they matter and that we need them to go do whatever it is that matters to them, because no one can fulfill someone elsesâ&#x20AC;&#x2122; potential. Life is worth living and is filled with opportunities if you choose to engage.

Case Study: Livestrong Cancer is a global crisis. It’s the deadliest disease on the planet, with the most devastating economic impact of any cause of death: $3 trillion per year globally. LIVESTRONG choose to focus on a different number: 36 million cancer survivors throughout the world living not as victims, but as survivors. Since the beginning, LIVESTRONG’s strategy has been to build a powerful identity distinctly different from other health nonprofits—looking and acting more like a cool sports brand than a foundation. In contrast with organizations like the scholarly, “medicallooking” American Cancer Society, LIVESTRONG’s attitude is passionate, athletic and in-your-face. Its brand is the product of a team of firms with specialized expertise in many disciplines. It expresses one voice across a fast-paced, everevolving variety of projects.

In September 2011, LIVESTRONG, along with American Cancer Society and others, presented its story at the firstever United Nations Summit on NonCommunicable Diseases. LIVESTRONG wanted a dominant presence; it saw an opportunity to use its high-impact brand as a lightning rod to focus global attention on the Summit and demand action from world leaders. The communications strategy was twofold: 1) Maximize Visibility — LIVESTRONG Yellow: thousands of iconic yellow wristbands, yellowjerseyed cyclists circling the UN building pulling vivid yellow bicycle-billboards, and a branded video billboard in Times Square. During a two-day summit, LIVESTRONG appeared everywhere. 2) Leverage strength in numbers. LIVESTRONG tried very hard to engrave memorable visual of the

enormity of 150,000 cancer’s impact and the resources needed to address it. LIVESTRONG supporters showed their faces in Times Square, demanding that global leaders “Face Up To It.” Full-page New York Times ads delivered this same message to delegates’ hotel rooms The LIVESTRONG campaign was most successful in bringing a sense of “belonging to the participants. One of the most successful aspects of the LIVESTRONG campaign was also the branding/identity that was developed by Nike. The LIVESTRONG bands that circulated at the time were widely known and definitely helped bring awareness to the cause as well as helped people show their support for LIVESTRONG. Even today the LIVESTRONG wristbands are worn by people of all ages so this really shows how successful and memorable this campaign is.

Case Study: Humans of New York

Humans of New York, Brandon Stanton, a photographer who set out on a project to photograph a census of New York. His portraits relay the humans of New York that within Stantonâ&#x20AC;&#x2122;s camera and verse, surprise us with an unusually honest human published series. In an electronically communicable society, Stanton revives human expression on the net, in a series that brings true photos and real stories, fresh from streets and neighborhoods. The series successfully transcends racial, sexual, or any such diminutive borders and is liberal in acting as a platform for national freedom of speech and expression. The I Matter campaign was inspired by Humans of New York. 7

It was founded by Brannon Stanton who set out to take pictures of 10,000 New York residents. As he photographed people he began to collect their pieces of their stories. The stories and photos have turned into a blog with over 12 million followers and a New York Times best seller. Stanton shares stories about peopleâ&#x20AC;&#x2122;s lives and experiences from all different walks of life. Followers feel as though they are getting to know New York one resident at a time. Along with telling stories of ordinary people, Stanton also is able to tells the stories of many places that are making a difference around New York including inner city high school and homeless shelters. By revealing these places and telling stories from the people who interact

with the spaces Stanton is able to raise not only awareness but financial aid to help these valuable causes.

Proposed Solution

Campaign Strategy I Matter is a campaign that is focused on helping people engage with what matters to them. The campaign uses images with messages that help individuals realize what matters to them. It is a platform for people to share their stories of real people doing things . It promotes a sense of community through social media, merchandise, and old fashion human connection. The four colors in the I Matter logo will promote 4 causes; green represents health, blue represents social issues, red represents relationships, and yellow represents adventure. When a person sees someone carrying a piece of our merchandise they will have an idea of what that individual is passionate about. Our hope is that this will provide community and connections, which will result in inspiration and encouragement to make doing something that matters part of your daily life. Another aspect of the campaign is the Starter Kit. I Matter teamed up with life coaches and clinic psychologist to develop exercises to help people find what matters to them. It contains exercises that challenge people to think and talk through topics that may provide meaning and understanding to their situation. . This kit can be used by individuals or groups of people.

Target Audience The “I Matter” campaign is aimed towards individuals in their 20’s and 30’s. This is a “young adult” phase within ages that are both old enough to understand and early enough to benefit from positive lifestyle choices. This age group involves people who are in college, new graduates, and young professionals. Each of these stages contain life experiences or changes that can be quite difficult at any or various points. Self-help or self-awareness are potentially common needs for this age group.

* See sources at end of document

Billboard

I-Matter.com

billboard

Subway billboard

Interior motivational poster

magazine ad

website

brochure

cootie catcher

postcard

Cards

starter kit

Journal

Merchandise

Promotional Pieces

Graphic Identity

LOGO The I Matter logo is representative of a compass and people searching for their passions. Using an abstraction of a compass arrow pointing in all different directions, it portrays the idea that your passion can lie in anything that matters to you and can be a journey to find it. The individual parts of the logo can break off and function on their own as indicators of what matters to the individual or cause. For example: blue represents social issues, while green indicates passion for physical health.

Alternate Logos

I MATTER

I Matter I Matter 29

INAPPROPRIATE LOGO USAGE

I Ma tte r

Inappropriate to place text above logo

Small end of compass must point inward

Four colors or a single color must be used with 4 compasses

I Matter. I Matter. I Matter .

Text must be placed under logo

Text must be the width of the logo 30

Arrow must be the same color as compass when single color is used

Color & Typography

PANTONE 292C

PANTONE 446C

PANTONE WHITE

R 140 C 55 G 186 M 21 B 214 Y 9 K 0

R 77 G 77 B 77

R 255 C 0 G 255 M 0 B 255 Y 0 K 0

C M Y K

65 58 57 36

PANTONE 360C R 112 C 60 G 171 M 14 B 112 Y 72 K 1

PANTONE 7409C R 252 C 0 G 194 M 35 B 99 Y 87 K 0

Adobe Garamond Pro

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz :;‘“[]{}-+=_!@#$%^&*() MOON BOLD

PANTONE 178C R 235 C 4 G 110 M 71 B 89 Y 65 K 0

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz :;‘“[]{}-+=_!@#$%^&*() 31

Conclusion

Future Initiatives The I Matter campaign hopes to continue its efforts in bringing inspiration and motivation to 20 and 30 year olds through outreach programs at universities and corporations. Also, the campaign will begin hosting events for individuals or groups that will provide a multiple day intensive to help people make practical goals to reach their inspirations and find lasting motivation. Lastly, the campaign will also expand through commercial advertisements. I Matter will continue to grow its online and in person communities by sharing stories of people doing inspiring things.

I Matter . 33

Sources Campaign Research Binazir, Ali. “What Are the Chances of Your Coming into Being?” Ali Binazir. N.p., 15 June 2011. Web. May 2015. <http://blogs.law.harvard.edu/abinazir/2011/06/15/what-are-chancesyou-would-be-born/>. Adams, Susan. “Unhappy Employees Outnumber Happy Ones By Two To One Worldwide.” Forbes. Forbes Magazine, 10 Oct. 2010. Web. May 2015. <http://www.forbes.com/sites/ susanadams/2013/10/10/unhappy-employees-outnumber-happy-ones-by-two-to-oneworldwide/>. Why 30 Is Not the New 20. Dir. Ted Talks. Perf. Meg Jay. N.p., Feb. 2013. Web. May 2015. <http://www. ted.com/talks/meg_jay_why_30_is_not_the_new_20/transcript?language=en>.

Execution Plan http://fitsmallbusiness.com/how-much-does-billboard-advertising-cost/ http://www.bluelinemedia.com/bus-advertising/bus-stop-shelter http://www.4imprint.com/tag/3524/$50-or-Less http://www.uprinting.com/die-cut-business-cards-printing.html https://www.godaddy.com/hosting/web-hosting.aspx

Case Studies http://www.humansofnewyork.com/ http://www.livestrong.com/