IFAW
Care for the Planet, Care for Yourself Campaign
Campaign Brief
In honour of Mental Health Awareness Month, I developed this campaign to address eco-anxiety, a natural and growing response to the climate crisis.
Centred on IFAW’s mitigation approach to climate change, this campaign was designed to provide a supportive space for individuals to process their emotions and take meaningful action. At its heart lies a microsite toolkit offering sustainable strategies and resources to help users manage eco-anxiety effectively.
The campaign combines thoughtful design and messaging to inspire individuals to prioritise their mental well-being while contributing to the planet’s health, emphasising the interconnected journey of healing ourselves and the Earth.
The messaging is paired with on-brand, complementary imagery. Engaging idiomatic hero text draws users in, supported by a concise line of copy and a clear call to action directing them to the website or events. Examples of idiomatic messaging include “Let the cat out of the bag,” “A wolf in sheep’s clothing,” “Birds of a feather flock together,” and “Like a fish out of water.”
The primary focus for the campaign’s rollout is TikTok, Instagram, and YouTube, ensuring it resonates with target audiences.
I was responsible for conceptualising both the messaging and design of this campaign.
