CREDE CREATIVE CAMPAIGN PROJECT
As part of my senior capstone project, a group of five teams was tasked with proposing a campaign for a client. I had the privilege of working with the Center for Race, Ethnicity, and Diversity (CREDE) at Elon University.
Following our initial meeting with the CREDE leadership team, we conducted thorough research to understand the target audience and gather insights that would enable us to develop a compelling campaign. The faculty at CREDE shared their goals, seeking to advance their mission of advocacy and inclusion across the Elon campus. They aimed to position CREDE as an open and welcoming environment for all students while maintaining a safe space for minority students. Additionally, CREDE seeks to educate the broader student body on the importance of diversity and encourage meaningful conversations.
To gain a deeper understanding of our target audience’s tendencies and opinions, we conducted both primary and secondary research. Based on our findings, we developed "The Full Circle Campaign," which emphasizes a robust social media strategy aimed at increasing student awareness and event attendance. The campaign’s messaging and visual content are designed to convey authenticity and resonate with Generation Z students. Alongside this campaign, we aimed to create a refreshed brand identity and new branded materials.
The "Coming Full Circle" Campaign will be launched to encourage all Elon students, including those identifying as majority and ALANAM, to integrate CREDE’s advocacy and diversity education efforts into their daily lives. "Coming Full Circle" signifies students taking full advantage of CREDE's programs and resources, whether through attending events, collaborating with on-campus organizations, or engaging with CREDE on social media. This campaign will support CREDE in advancing the understanding of diversity education and intercultural competence on Elon’s campus. Together, the CREDE and the Elon community can embrace and celebrate diversity, education, equity, and inclusion
