Insights & Challenges
The Department of Homeland Security's (DHS) Blue Campaign is a national public awareness campaign designed to educate the public, law enforcement, and other industry partners to recognize the indicators of human trafficking. Every year, Blue Campaign raises awareness for Human Trafficking Prevention Month (HTPM) in January, and Wear Blue Day (WBD) on January 11th. In previous years, the campaign design included very simple color-blocking with circular cutouts.
Design Options
Option 1
Option 2
Option 3
Option 4
Solution
We created of a range of concepts with illustrated and photo elements and an expanded palette of blues. We ultimately moved forward with a design style that featured individuals in circular frames (option 3). This design leveraged a diverse range of both illustrated characters and photos of real people to inspire the audience to see themselves in the campaign and participate by posting on social media in support of #WearBlueDay.
Results
Blue Campaign earned 274,582 impressions in one month, 20% more than the total for Q1. Its channels earned 2,898 shares in January, up 258% from December. Additionally, shares saw a massive jump on all channels in January. Facebook, which averages 414 per month, earned 1,329; Instagram, which averages 336, earned 1,233; and X, which averages 146, earned 336. Facebook added 893 new followers, while Instagram added 578 and X added 329.
My Contribution
Art director, project and client management