For a school project, I was tasked with developing an event campaign for a non-profit organization. I chose Climate Network Lanark, a local group connecting and supporting climate change action within the community. My mock campaign, “New Year, New Climate,” aimed to inspire residents to take climate action through a New Year’s Resolution–style challenge.
The goal was twofold: encourage simple, everyday actions that support climate goals across Lanark County, and increase engagement with the organization by drawing in new volunteers. The main challenge of the design process was to inform and motivate individuals across a broad geographic area, spanning diverse, primarily rural communities, with varying levels of climate literacy.
The mock campaign is centered around community, through printed posters and digital banners. Posters would be placed in community spaces like libraries, food hubs, and local cafés—places that serve as information points in rural communities.
Each piece included a QR code directing viewers to Climate Network Lanark’s Instagram page. There, the campaign would unfold over the month of January, sharing simple, daily “climate-impact” actions and highlighting local partners and initiatives. To broaden reach and increase interaction, users were encouraged to repost or engage with daily posts to earn entries in a prize draw—turning participation into a fun, community-driven challenge.
Note: This campaign was developed as a student project for educational purposes and is not affiliated with or officially endorsed by Climate Network Lanark.
I began with an in-depth review of Climate Network Lanark’s goals and values. The goals of the organization heavily influence how the event campaign is planned and designed. In addition to fighting climate change and its impacts, the organization aims to:
- educate all segments of Lanark County's communities on the local and broader impacts and solutions for climate change.
- develop partnerships to develop local solutions
- cultivate, engage, and support volunteers in community action
I also researched the region's demographics and communication preferences. In mostly rural Lanark County, community bulletin boards and local gathering places remain important tools for outreach. At the same time, the campaign needed a strong social media component to meet a wide age range and user base. One key insight: the messaging and tone had to feel inviting and human, not overly technical or moralizing. The visual identity was designed to be warm, friendly, and action-oriented—empowering people to take part in small changes without judgment.
I created both printed posters and social media graphics for Instagram, Facebook, and LinkedIn. The visual materials were designed to reflect a consistent, accessible tone and aesthetic, while ensuring clarity and immediate visual appeal.
Each piece was linked to a unified Instagram experience, where daily posts would guide users through small actions and connect them to the broader goals of the organization. I iterated through a few design directions before landing on a style that felt just right for the audience.
While this campaign was a student project and not an official engagement with Climate Network Lanark, it served as a powerful exercise in creating community-driven communications for climate action. It helped me develop strategies for audience research, tone-setting, campaign structure, and cross-platform consistency—skills I bring to every project.
