“AMPLIFY CONSCIOUSNESS” was a client project that myself (team leader and graphic design head) and a team of talent across disciplines of brand strategy to copywriting were asked to address. We had been tasked with developing an awareness campaign which can assist TEDx Durban in growing their reach by gaining new speakers and viewers to join their organization. Alongside the campaign we are also tasked with providing a social media strategy which assists TEDx Durban to drive engagement towards the TEDx Durban social media and brand.
For this brief we were given a budget to utilize over a period of 12 months. Our campaign goal was to create widespread conflict resolution through various TEDx talks throughout communities.
Through research and understanding our client we had developed two campaigns that went hand in hand, the Amplify Sessions and the Amplify Convention.
The Amplify Sessions were local talks formed through social media using the #Amplify & TEDConnects, the talks focus were on community issues, as well as the betterment of the youth. This campaign allowed for an ever-growing audience for TEDx talks and allowed for a sustainable way to continuously grow the organisation as a whole. The Amplify Convention (Various locations around Durban) was an open market hosted by TEDx to allow for junior speakers to be introduced to the organisation. Members of the community who are artists and are craftsmen are able to sell their work at the event. Allowing for open opportunity provided by the #AmplifyConvention event allowed members of the community to grow providing incentive for newcomers of the events to give an emotional buy in into the organisation.
Softaware Used: Adobe Illustrator, Adobe Photoshop
