SAHANA CHOWDHARY
Brand Strategist
A national non-profit organization founded and led by the family members who lost their loved ones in Sandy Hook Elementary School shooting
Designed by Sandy Hook Promise for students to make their schools and community safer
The Brief- SAVE Promise clubs are unable to communicate the benefits of joining the clubs. The challenge was to increase SAVE Promise clubs from 1100 to 1500 in the school year of 2019 across the country.
Living the brand
Immersion
Followed a rigor to understand the brand and took a deep dive into day-to-day activities of the clubs by visiting the clubs, interacting with members and involving in their daily chores.
Key Findings
BUY
NOW
Brand Values
-Strong mission rooted towards gun violence prevention
BUY
NOW
Purpose of clubs
-A platform for teens to take action for a safer future and build a community
-Helps to identify early signs of violence among students
BUY
NOW
How does the club work?
-Communication to students about clubs is routed through school advisors and not directly to students
Human-Centric Exploration
To explore students hearts and minds, I became them and went through various touch-points that teenagers would go through in their daily lives. These touch points included:
BUY
NOW
Hanging out with teenagers at
City school, New York
BUY
NOW
Watching the same
shows as they would
BUY
NOW
Talking to
teachers and parents
BUY
NOW
Using the same social media
channels as they would
Key Findings
Gen Z students are facing uncertainty, depression and are unsure about their future safety. But in the context of the SAVE Promise clubs, Gen Z demonstrates the following key attributes which will help to expand the clubs.
Culture of purpose
First generation to prioritize purpose over money.
Gun Safety
They are especially advocating for Gun Safety laws.
Self Driven
55%of students believe their concerns about social issues do not matter to elders
Digitally Connected
95% teens use one smartphone and are connected through social media
Students' voices
"Students want clubs that prepare them for the real world"
" A lot of the subjects we learn are irrelevant to what we will need in the real world."
"Gen-Z are reinventing the way they do everything in life through digital products."
"Encouraging + forcing students to talk to one another can reduce violence"
Finding the bright spot
the challenge Defined
Gen Z students are unable to see values in joining the SAVE Promise clubs because they are not given power or control over these clubs.
Highlighting the target
“Thriving + Engaged Student Activists”
Teen students in the age group of 13-17 years who like to take part in social causes and who want to lead.
Striking the gold
Gen Z students want to take action immediately and do not want to depend for others to take action on behalf of them
Illuminating the message
The clubs are not the clubs but are the vehicles to take ownership
Building bridges
Delivering the solution
"Before Not When"
Create awareness among teens to start their own SAVE Promise clubs as these clubs give them the power to take action now and not when violence happens.
How
Raise awareness amongst teens in 4-local cities in America where violence is most prominent
The four local cities will include New York City, Orlando, Houston, and Chicago.
Build a community to create a sense of belonging and acceptance
Build a community
Help students to amplify their voices by providing the right tools and helping them to connect with each other on social media
Inspire
Amplify voices
Inspire teens to join the clubs and start conversations around early signs of identifications around violence
Take Action
Establish the perception that taking action starts with making a commitment to do so, which can be achieved and shared by taking a pledge and starting their own a club.
Powerful Executions
Encouraging teens to take action by giving them a gentle reminder of their current situation and presenting SAVE Promise Club as a viable solution.
Video Series
A juxtaposition of the “security” measures
Creating an impact
Implementing the campaign will encourage students to join the clubs and thereby help to:
Increase in the number of students joining the clubs by
30 percent
Increase in number of clubs across the country by 40 percent
Increase in reporting early signs of violence among friends
and peers
(An Integrated marketing communication campaign developed as a part of the capstone project at Branding and Integrated communication at the City College of New York.)
Team Members:
Sahana Chowdhary, Project Manager
Sara Ledra, Comms Planner
Xia John, Brand Strategist
Nikaurys Quintero, PR
Kelvin Morales, Management Lead
Humberto Machuca, Art Director
Emelin Herrera, Art Director
Sarai Parez, Copy Director