Sightsavers is an international charity that helps to prevent sight loss, avoidable blindness and fights for disability rights in poor communities. Established in 1950, they operate in over 30 countries, mainly focused in Africa and Asia. Being able to write my own brief, the aim of this project was to produce effective and innovative public campaigns using the existing Sightsavers brand guidelines that will raise awareness of the charity in the UK and encourage donations to be made so that they can continue their crucial work.
Two distinct poster series were created, one for the "Fighting disease" campaign, the other for "Protecting Sight", which were then developed into social media posts and motion graphics for digital billboards. Additionally, a design guide was produced, informing creatives of the appropriate ways of designing for sensitive and charity issues, a topic that I found challenging at the start of the project.
All of the outcomes were informed by the existing Sightsavers brand guidelines, but were adapted to be more effective and therefore engaging. Working within the charity sector is important to me as it provides the chance for designers to have a real impact on communities through positively utilising their knowledge and skills of design.
This is a theoretical project that is not officially associated with Sightsavers in any way.
Posters // for the "Fighting disease" campaign which directly addresses the viewer by asking them a comparative question.
Posters // for the "Protecting Sight" campaign which replicates poor vision to initially confuse the viewer and make them consider life with untreated visual impairments.
Social media // the campaigns translated into Instagram posts to reach a wider, more youthful audience.
Social media // a short animation demonstrating how the posts would be viewed on Instagram.
Motion graphic // the "Protecting Sight" campaign in the form of a motion graphic for digital billboards to attract more attention than the static posters.
Motion graphic // a portrait version of the motion graphic intended for use on bus stops and street billboards.
Design guide // an A4 folding leaflet that informs creatives of how to design appropriately for sensitive charity issues.
Below are some pages from the accompanying work file showing aspects of the research stage for this project, including mood boards of existing charity campaigns, studying Sightsavers work and analysing their existing brand guidelines.
