LRCFT Social Media Campaign Promoting Unions
Human-Centered Design Campaign targeting 15 - 25 year olds
The Los Rios College Federation of Teachers hired Flagship Design Studio to create a social media campaign promoting unions. Young people (15-25 year olds) often don’t yet know about unions, and LRCFT wanted to use social media to educate this demographic. As a team, we sought to discover what issues young people are most concerned about and how they find and prioritize information sources. We each created a design probe and conducted interviews using it. By combining all of our results, we synthesized the data to discover insights. Our team shared those insights with LRCFT, and used them to create a multi-pronged approach for the social media campaign. We designed informational posts and movies for immediate use and as templates for future campaigns. I created static and animated posts designed to convey information relevant and beneficial to young faculty and students at Los Rios Colleges.
Reaching Young People
We had to do research to determine the best ways to create empathy probes that would work for our target audience.
Empathy Probe
I created a survey utilizing memes, as many young people are very meme-savvy. This allowed me to not only get information from the surveys but also to start conversations.
Our Findings
Our team summarized and presented our findings with the demographics of our respondents and an actionable list of recommendations they can refer to in the future. A selection of the insights: Content must address the immediate needs and concerns of 15 - 25 yr olds. The source should be sincere and authentic, and posts should have a positive/hopeful tone and be educational, fun and not overly serious.
The Social Media Campaign
We designed videos and static posts for Instagram and Facebook, and created a plan for LRCFT so they can continue to reach young people!