Overview

The OSU Star House serves as a drop-in center for homeless or struggling youth between the ages of fourteen and twenty-four, in the Columbus Ohio Area. As a central meeting point for youth in need and the concerned community, Star House offer the opportunity to eat, sleep, shower, wash and receive clothing, and help search for education, employment, and housing. The Director expressed their biggest struggle: the limited communications budget. It was necessary to have deliverables that can attract both those in need and those who donate.  I surveyed a large group of young adults in the Columbus, Ohio Area, with 100% expressing both their desire to donate untouched clothing, supplies, and hygiene products, and their limited time or knowledge to do so. Statistics, guerrilla ads, and thought-provoking deliverables were necessary to educate the community, inform the youth experiencing homelessness that there’s help out there, and streamline the process of donating items, with limited time and budget.

The target audience of the group of people being helped is between the ages of four- teen and twenty-four, so the audience being asked for help and support is going to have to be more mature and financially stable, with more control over their own time management. The family man and/or the devoted mother should be reached first; about 25-45 years of age. The adjectives: “mature”, “serious”, “kind“ and “informative”, best describe the tone for this task. The viewer should be able to feel as if a trusted, compassionate, and action-oriented face is behind the copy; as if being spoken to, by their dear aunt, “Dr. Wendy.”

To attract future volunteers and donations, I created five interactive vinyl posters to be placed around the city.  Each one features a quote that shines a light on a different, daily struggle of a local homeless teen.  The posters allows the viewer to learn more about the anonymous homeless teen, using the free Aurasma App on their mobile phone.  When activated and held to the poster, clips and audio of the anonymous teen are played, evoking emotion and promoting action. I eliminated the excuse of “no time“ to donate items through a mailed brochure encouraging the community to leave what they can in a box in front of their home(s).  The donator would mark the box with the official OSU Star House Star sticker and utilize the free pick-up service, by texting “PICK UP“ to 678-74 (OSU-SH) with the address of the donated items.  OSU Star House would then reply with an automated confirmation, pick up the box in the organization’ cargo vehicle, and later send a personalized letter written by the teen who most appreciated the donated items, all featuring decals and decorative elements I designed as a part of the organization’s updated brand.

Role

Creative Direction, Graphic Design, Copywriting, & Research

Year

2016