Putting the pieces together
Graphic Design
For Dummies – Integrated Campaign
Concept
The aim is to bring the youth together to work on the problems faced transitioning into adulthood and living in South Africa. We hope to instill confidence and take away the shame of not knowing how to live independently. The social media is used to introduce people to the brand and encourage people to send their ‘dommie moments’ with the use of stories and posts using #mydommiemoment. We also encourage them to visit the funhouses based in universities and malls to learn lessons in adulting through stories. Moving on, we have posters and banners that lead students to the funhouse. To attract people that are not university students and are transitioning into adulthood, we created installations that will be seen in public places. The funhouses teach people how to handle real-life situations in a fun and engaging way with the help of a microsite that guides them through the rooms if they are struggling.
Social media would be key form of communication and touch point for the audience to see the message of Chommie Dommie as people from ages 18 to 23 are always found on social media. The audience will see posters in their schools or will scroll through their Instagram stories and come across Chommie Dommie story, and this will lead them straight to For Dummies Instagram account that introduces the campaign. The feed also consists of Dommie moments where people share their own mistakes their made as an adult. People will then share their own stories using #mydommiemoment and will tag For Dummies.
Paying for Taxes Installation
The installation addresses how young adults do not understand the process of paying for taxes and other bills. It will be placed in shopping malls near banks.
Changing a Tire Installation
The installation addresses how a lot of young adults do not know how to change a tire. It will be placed near bus stops.
Hopscotch Installation
The installation addresses the transition and issues faced during adulthood and will be placed in parks.
Merchandise
Once the students have completed all the funhouses, they have a variety of chommie dommie merchandise to choose from, which includes a tote bag, hoodies, caps, journals, pins and wristbands.
The merchandise is used to bring together fellow dommies and form a sense of community, where they can feel less lonely and experience adulthood together.
Funhouses
The first room addresses changing a flat tire, the second room challenges students to pay for prepaid electricity, the third room is a ball pit, promoting team building and the last room is a photobooth allowing students to capture their chommie dommie experience and promote the campaign.
Microsite
The microsite is used to help students navigate their way through the funhouses as it provides tips and clues.
Accessing the Microsite
First, scan the QR code then microsite will appear and provide three rooms with tips and clues, the students have to select one that is relevant to them.
Jayne Phillips, Vishva Patel, Motheo Molatoli & Suhail Moosa