Consent Campaign

SOCIAL MEDIA
& MOTION DESIGN

Problem

To design a motion social media campaign to spread awareness of an issue of our choice. I developed the campaign to raise awareness about sexual consent. The campaign focuses on educating the audience about the importance of obtaining proper consent in various situations and contexts.

Solution

Just Ask, is the name of the campaign that I developed. Visually and narratively, I wanted this campaign to feel organic and fluid. This direction will show the audience that consent doesn't have to be a mood killer or awkward. Balancing organic graphics and cut-out photography helps keep the videos playful but never overshadows the serious nature of the topic.

Just Ask #ConsentIs

As the name suggests the campaign encourages people to ask for consent. Unsure if the person wants to go further with you? Ask. Are you getting unclear or mixed signals? Ask. They never said no. Still ask. This message promotes open conversation and curiosity.

The motion graphic text and visuals help drive home the messages being communicated. This campaign also covers a range of common real-world examples of what clear and unclear consent looks like. Then shows you how to navigate those conversations better.

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Typography & Colors

The serif font gives the text a classic look and keeps readability easy while in motion. Henriette typeface has a rounded appearance and contrast within the letters, giving the message an approachable and lively tone.

When selecting colors, I wanted to keep the passion and human side of the topic. Deciding to have bright red, soft pink, and light tan kept those themes within the design. The dark blue grounds the other colors while creating contrast within the compositions.

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The red is attention getting but not aggressive with the combination of the tan and pink next to it. Having the right balance of bright and contrasting colors gives the campaign a playful twist with the message being presented.

Design Approach

This campaign is aimed at individuals who may find themselves in uncomfortable situations, and those who might struggle to recognize signs of unclear consent. People in these situations could also struggle with saying a direct "Yes" or "No". Crafting an experience that feels organic and fluid supports the feelings of calm and relaxation. Having circles as the primary shape symbolizes open communication and keeps tensions away with no sharp corners.

The other imagery style included is a collage cut-out of people and items. I kept the examples of the scenarios as realistic as possible to keep the conversation grounded, but having cut-outs and using motion still retains some lighthearted tones. The goal of the deliverables was to balance playful and serious. Below is one detailed 9:16 video about the campaign, three short 9:16 videos, and six short 1:1 videos.

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I took a more lighthearted and playful approach to this topic. Consent should be taken seriously, but I wanted to present it in a way that would be more likely to resonate with a younger audience.

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What I Learned

How to write a narrative and showcase it through visual storytelling. The sensitive subject matter being discussed had to be taken seriously visually and contextually. At the same time, I did not want to come off as condescending. Riding the line between lively and serious took conscious effort when writing the content for the videos. The effect proved more successful with each refinement and stuck the landing when the visuals were added.

Transitions between frames were another enlightening moment in this project. This project was the turning point in how I approached transitions in motion media. Getting critical feedback on past projects about this topic, I started getting inspiration on how I can improve. After discovering some great examples, I began experimenting with my assets and enjoyed the process. The result is the final pieces you see above, which I feel proud of and fulfilled by.