campaign proposal
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table of contents
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mission
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research
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branding
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strategy
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marketing
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budget
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mission 6
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don’t let capitalism hijack your mental health Our mission for dear self, is rooted in finding a healthy definition of self care. While everyone’s definition is personal, it should never become dependent on a commodity. There are too many companies that are just looking to capitalize on the trend, without having the well-being of others in mind. dear self, is a campaign that aims to reveal the flaws in society’s idea of self care and provide more sustainable habits for mental health and wellness. Achieving self love should be attainable; capitalizing upon a universal need is only creating disparity between those who deserve self care and those who can afford it. The campaign will aim at the generation targeted by these companies and not only provide better resources for self care help, but will also give reliable solutions based off of research and personal experiences. With the help of dear self, self care is achievable.
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background
objective
Self-care has become a popularized term used to describe taking care of oneself, for the sake of mental health. Many brands have taken this word and run with it, using it as a buzzword to sell products as a way to de-stress and improve mental health. For a lot of people, self-care is synonymous with spending money, which is something we would like to combat by giving our audience other solutions.
With our campaign, we are trying to give people the ability to practice self care without the pressures of buying products that will not effectively help their mental health long term. Not only will we reveal corrupt companies for their twisted intentions, but we will provide attainable solutions for struggles with self love. Mental health can’t be bought, and our campaign’s core objective is to reveal that it goes beyond contributing to consumerism.
mission
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audience
need
Our target audience is predominantly females who are also being targeted by the companies and brands that capitalize on mental health. Therefore, our audience would be young women from ages 13-30 who are dealing with mental health issues and would like to know how to take care of themselves. Since our campaign is about not paying for self care products, they could be from any socioeconomic status. Brands that use “self care” as a buzzword only help to create temporary fixes to long term problems. We want to reach young women who are choosing to invest in long term solutions. They could be women who have previously given in to the capitalization of self care and realized that they were not feeling any better, or they could be women who simply want improve their mental health.
Our need lies in providing an alternative to the consumerist habits used by beauty and apparel companies that are capitalizing on the self-care movement. Both social media influencers and beauty brands are taking advantage of the market for self care “cures.” Unfortunately, these tangible items are not a long term solution to the struggles of mental health. Instead of selling solutions for money, our campaign will market realistic practices and habits for a more successful journey of well being.
mission
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research 10
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how stressed are you? For our reasearch we conducted an online anonymous survey about what self-care meant to different individuals. We included questions such as “How do you typically take care of your mental health?”, “What does self-care mean to you?”, and “How much money do you spend on self-care a month?”. We even had lists of “self-care” practices (both real practices and commericalized ones) and we had people check all that applied to them. It was interesting to see that even though many people realized that self-care wasn’t a commodity that could be bought from the store, many people still participated in those commerialized self-care practices. We also did case studies on beauty brands such as Dove and Glossier which targets women with mental health issues. We wanted to take inspiration from their branding to reach those same women but explain that self-care is a much more involved practice than a mud mask.
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anonymous quotes from survey Q: What does self care mean to you? “self care isn’t all face masks and essential oils, it’s radically and aggressively putting yourself and your emotional wellness above anything else” “Self care means putting your well-being and mental health above outside stresses...It all depends on the context and what your mind and body need in that moment.”
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research
“Taking time to make sure YOU are okay and taking care of both your physical and mental health.” “self care is really about listening to the mind and body and making sure that they are aligned” “It coincides with self love, so doing things that I love that will make me feel happy and safe.”
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how stressed are young adults on a scale of 1 - 10?
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research
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branding 14
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beauty branding without the cost Our branding took inspiration from beauty brands that capitalize on the “self-care� movement. We wanted to use millennial pink and other trendy colors, serif fonts, and minimal graphics. Our main source of branding materials are our photos. Rather than using illustrations or graphic materials, we chose to have photos as they would get our message across better. The idea for our photos was to have women participating in the commericalized self-care practices, however they were still sad portraying the fact that avoiding real issues can’t be pushed aside by doing a face mask or having a bubble bath. Because of this, we wanted our logo to be very simple and minimal. It is a versatile logo as well that can be used in many forms.
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logo variations and uses
The weight of the stroke in “dear” should be 2.4 pts if the type size is 123 pts. There should also be at least .25 inches of empty space around each side of the logo at all times.
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branding
.25 in
The dear self, logo is simply the name of our campaign. We chose to have the “dear” written in an outline because we wanted “self” to pop since the campaign is really about the individual. We wanted it to be versatile so it could be fashioned into a pattern, stand alone, and complement our photos we took for the campaign. While red is the color of our primary logo, our logo can be used in any of the colors in our color scheme (as seen on the right). It is also okay to fill in the “dear” to create a pattern or if it compromises legibility.
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This is the primary logo which should be used whenever possible.
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branding
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typography For the primary typeface we wanted to use a serif font because it reflected branding of beauty companies. It shows a sense of elegance and class which we wanted to portray in our branding as well. We chose Matrix II OT Bold because it best fit our message. Our secondary typeface is used for body copy and subheadings. We wanted to use a sans serif font that was clean, legible, and complemented Matrix II OT Bold. We chose to use Dual 300 because it balances out Matrix II well.
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branding
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headings
body copy & subheadings
matrix II OT bold
dual 300
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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branding
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color scheme dear self,’s color scheme was chosen after the photos were taken by color picking straight from the photos. The two primary colors are Red Lip Classic and Millennial Insecurity. They are the ones that spoke the most to the brand of our campaign. They will be the main colors one thinks of when they consider dear self,. The other colors are meant to complement those and act as a nice pop.
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branding
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red lip classic
rose
#e63f37 cmyk: 4, 89, 87, 0 rgb: 230, 68, 53
#e984a8 cmyk: 4, 89, 87, 0 rgb: 230, 68, 53
millennial insecurity
glitter tears
#f8e4ec cmyk: 1, 11, 1, 0 rgb: 248, 229, 237
#40af97 cmyk: 71, 7, 50, 0 rgb: 64, 179, 152
mud mask #174040 cmyk: 87, 55, 62, 48 rgb: 24, 65, 64
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branding
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business system The business system stays consistent with the brand by using the two primary colors, Millennial Insecurity and red Lip Classic. In addition, the only graphic elements used are the logo, often repeated to make a pattern. The envelope is fairly simple, featuring the logo on the front and Millennial Insecurity on the inside. The letterhead is more exciting with the use of the logo pattern. The business cards have a similar repeated logo pattern on the back and a simple design on the front, with the name of the person, imitating the look of the logo by using the same typeface and treatment.
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branding
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slogan a self-care movement that won’t break the bank. don’t let capitalism hijack your mental health.
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branding
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strategy 26
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self-care can’t be bought from the store Our strategies to help individuals learn that there is more to self-care than buying something from the store includes zero bought commodities. These include posters and social media to gain traction to our cause, free diaries and zines to learn more about not only one’s self but how to best practice self-care, and pamphlets and flashcards for information on how to take care of yourself, as well as a website for additional resources..
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diary This diary will be available in hard copy as well as in PDF pages on the website. It will consist of open-ended pages to encourage writings or drawings or other theraputic creativities.
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strategy
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pamphlet
zine
Like the zine, the pamphlet will be a free handout at any event that dear self, puts on. Inside will contain information about the history and mission of the campaign.
This zine publication will be an outlet where people can submit their art and have it be shared in a community that cares about mental health and well-being.
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strategy
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snapchat filter
As a social media presence, the campaign will utilize an Instagram account to reach out to people about finding ways to avoid brands that are capitalizing on mental health.
The dear self, will serve as a snapchat geofilter during any special events that the campaign puts on in a specific location. The brand will also make giphy stickers available to download.
strategy
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spotify Many people recognized that music is a great way to lift spirits while down. Therefore, we have created a Spotify account for dear self, where we will create monthly self-care playlists.
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strategy
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website The dear self, website is the homebase for all things regarding the campaign. It is also a space to access resources about valid self-care tips and how to avoid the capitalistic culture of the current self-care movement. The website also includes downloadable PDFs.
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strategy
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marketing 34
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mental health is not a trend Since dear self, is an anti-capitalism organization, all of our marketing is strictly for exposure so individuals can take home and learn more about their mental health and self-care. This includes posters, billboards, downloadable stickers, and possible tote bags and stickthat we can give out at events put on by dear self,.
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posters Campaign posters featuring the brand photographs and logo will be displayed on billboards, bus shelters, and other various locations to promote our message.
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marketing
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self, your mental health is not a commodity
dearself.com
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budget 40
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we’ll handle the budget so you can handle yourself dear self,’s budget stems from mainly marketing materials for the organization. We included print, advertising, web, and products. These are all items that we would need to pay for in order to gain traction to our cause. Since we are not including any materials that will be bought, the budget is important to keep in mind.
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descriptions
quantity
cost
business cards
1000
$40
brochure
500
$150
posters 11x17
1000
$1146
zine
1000
$6000
stickers
2000
$215
billboard
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$6000 per month
bus shelter
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$3600 per month
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$50
advertisement
web website domain
product 200 page diary 6 x 9
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$1500
total cost: $18,701 42
budget
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Katelin Hermone Ana Petraglia Des 154 46 Rokaya Shenasa Winter 2019