BRANDING - VISUAL IDENTITY- CAMPAIGN DESIGN - STRATEGY - SOCIAL MEDIA
GOODNESS is a social campaign that aims to tackle and decrease boredom eating within the UK. Covid-19 stirred up chaos in people’s lives due to lockdown restrictions, unnatural, anti-social, and stressful living environments, leading to an increase in unhealthy eating habits.
This project is primarily aimed at 25-35 year old UK homeworkers. Research has shown that one of the reasons boredom eating had sparked during Covid-19 was due to having easy access to kitchens at home, alongside stressful living environments and lockdown restriction; something that homeworkers specifically were suddenly exposed to.
Through its motivating, relatable, and witty social content and app, GOODNESS offers the ultimate end to boredom eating.
One of the key ways to reach the target audience was through social media. Through regular posts, videos, stories, and hashtags like #nutritionistssay, followers are kept active, engaged and informed in a light hearted, easy way.
Fun, relatable and light hearted posts for social media, captioned with tips & advice relating to boredom eating. All without the emotional stress and worry. Using the brands ‘out of the box’ imagery. An escape from the mundane lockdown life. The combination of photography and illustration creates unique content. Using something ‘real’ and pairing it with something that is not real creates a unique balance of maturity and playfulness.
The GOODNESS app is used to monitor key areas that effect boredom eating habits such as sleep and water uptake. It provides an easy way to access quick solutions to stop boredom eating before it happens.
Lockdown means people are restricted to their homes, essential shops, and parks. Promoting the social media campaign and app next to shopping trolley stands and indoor shopping centres, alongside online and social media ads, exposes the target audience to the brand.
All photography is free of license and available for commercial & non commercial use. I do not take credit for the photography.
