Creating a campaign to present an issue and awareness to a target audience with the intention to receive a great result is a huge responsibility. Imperatively, what matters is the action and solution it creates that people do after engaging it to people and the impact and encouragement it creates. A poster can be easily forgotten and unconvincing, skipped or even ignored just like a beggar in the subway. In order for me to represent world hunger effectively, I made several research and design directions. I presented facts and the hard reality to try to find connections. Using emotional and psychological approach, I created a message that make the viewers think about the basic human needs for food. Providing an engagement between the subject matter and the audience, invitation to participate, and to take immediate actions.
As the centre and focal point, I first created an illustration featuring a frail and nutrient-deficient child holding an empty plate with imaginary made-believe food on top, slowly disappearing against a wrinkled dirt background. This allowed for a narrative and accentuating the character’s desire of food alone and their distress of lacking faith and hope. The design goal here was to create a dramatic scenery and emphasize tragedy in order to maximize an impression that grabs attention and present the topic as candidly as possible. I wanted to represent the major victims - which are children - and give them a sense of voice and plea to the generous eye. Followed by series of texts detailing facts and studies related to mortality and consequences in the context of lack of food which are distributed respectively on the poster, pamphlet, and accompanying animated video.
The illustration, design elements, and earth-toned colour palette created a contrast between the dark-silhouetted subject matter and wrinkled paper background. This choice was to isolate the main subject as a focal point and to give him a sense of identity and provide an idea of his living condition from a hot climate third world country. Additionally, the use of utensils, cups, and dishes as design motifs further emphasized the theme of “food and eating” and greatly benefited the accompanying infographic and supporting video campaign. Together, they create a rich documentary presenting facts and raising awareness about the issue of food shortage in developing countries. Lastly, I added a call to action that connects the campaign to a non-profit organization - of which originally required in the project brief. This gives and suggest the audience to do the next step and encourage contribution and participation. Providing a window in supporting food banks and donations.
