TELL THE TRUTH
Dragon Rouge Campaign Project
THE BRIEF
This was a project for a competition set by Dragon Rouge called "Mash Up, Liven Up". The brief was to collaborate two unlikely brands, services, products, or apps to create something new that will excite new audiences, solve a current issue or help a tired brand stand out. I chose to collaborate with Guinness and Bodyform to bring more awareness to Endometriosis.
These are the 10 Tell The Truth posters that would be displayed in public
The target audience for this campaign was decided after analysing the results of my primary research. 18-30 years old would be the best target audience, because the majority of men had never heard about Endometriosis, or they didn’t have a lot of knowledge on it. The aim is to spread more awareness about this chronic disease, so it needs to be specifically shown to the groups in society who have the least awareness of the topic.
I conducted interviews with women who have Endometriosis to understand how it affects them. After asking them “what is the one thing they wish they could tell people about the condition”, I had the idea of ‘Tell the Truth’ for the campaign name.
The posters needed to be quite bold and honest, with no other words on them other than the ‘truth’ sentence. The use of red in the posters is to align with how Guinness used to create their posters in the past, with a bold red sentence at the bottom. It also never mentions that the campaign is about Endometriosis, this is in the hope people will be intrigued to know what the sentences are relating to, and scan the QR code to find out more.
PROCESS & EXPERIENCE
10 FACTS 10 POSTERS
10 facts for 10 posters. There are 10 posters with a different ‘truth’ about living with Endometriosis from the responses I received from the women I spoke to. The poster has a QR code on it, which leads you to a video that explains the collaboration and has a fact about Endometriosis. At the end of the video, it would link you to the Bodyform website where they could learn more information and tips on how they could support someone they know who has the condition. Or you could click the link to the 'Tell the Truth' campaign website to submit your own truth if you also have Endometriosis or want to read them all.
Out Of Home Advertising
The out of home advertisements range from images on coasters, billboards, posters, and there is also a website
THE OUTCOME
I was pleased with the final outcome, it suited the target audience and the posters and animation brought more awareness to Endometriosis and made it feel personal to the person watching it. The element which allowed women who have Endometriosis to share their own truth pushed this experiential campaign further. Through this process, I was also able to improve and learn new motion graphics skills.