pusha-mo campaign
the problem
Despite the training and skillset obtained throughout their university studies, university design graduates entering the Design Industry have been severely impacted by the lockdown. Many university design graduates are still unemployed, contributing to the rise in graduate unemployment. In the first quarter of 2019, more than 31 percent of graduates under the age of 24 were unemployed, adding weight to the situation. The Q4 2020 Quarterly Labour Force Survey from Statistics South Africa anticipated a slight decrease in graduate and intern numbers this year, followed by a slight increase the following year.
design brief summary
Create a communication campaign to raise awareness of various support initiatives in South Africa among CPUT's final-year Design students as they prepare to enter the workplace. It must inform students about existing support initiatives that help young design graduates transition into the workplace.
design SOLUTION
The Pusha-Mo campaign aids young design graduates who are in need of employment by exposing them to existing support initiatives that offer programmes that will help them in their transition into the workplace. The campaign consists of 3 touchpoints: A2 Posters; Social Media Ads & an app.
Through the use of the Pusha-Mo app, students will be required to sign-up to the program swiftly and gain access to a wide range of support initiatives in the Design industry. After signing up to the app, it will allow students to have access to all of the information regarding the existing support initiatives, and the programmes in offer for them. There will be a Task Manager option, whereby the user can set a task on that particular day, or for the deadlines of the programmes or their school activities.
strategic rollout
BRAND IDENTITY
The logo is inspired by the campaign's name, which implies working hard and never giving up on finding ways to pursue your ambition. The use of the Arrow in the logo is based on the idea that it is used to provide direction towards something, and the major goal of the campaign is to aid and guide young design graduates in their transition into the workplace by exposing them to support initiatives.
The colors were chosen based on the emotions that they provoke. Because the campaign is built on four words: awareness, support, education, and opportunity, the colors red and orange evoke such emotions in the user and are relevant to the campaign brand identity.
PHASE 1: PRE-LAUNCH
Branding elements for the campaign are launched throughout this phase. A series of A2 posters will be distributed at the Design floor, Administration Building & Student enter entrances. Students will be informed about the initiative and presented a live demonstration of the app interface by members. The Pusha-Mo app will be available to final/exit-level students exclusively.
SIGN-UP & LOGIN
HOME PAGE
The user will be able to sign up in order to create an account and login with the information they have provided.
The app will be divided into three sections: About, Support Initiatives, and Task Manager.
SUPPORT INITIATIVES
TASK MANAGER
This section allows the user to set up reminders for Program deadlines, school-related and daily activities in order to stay on track.
This section provides the user with the information they need about the various support initiatives. It also informs the user of available programs and when to apply for them.
PROFILE PAGE
LOGOUT PAGE
The user will be able to choose whether to sign out or stay for a short time to continue enjoying the experience.
This is the section where the user can change their personal login information, such as their email address, mobile phone number, and password.
PHASE 2:MAIN LAUNCH
The second week of the semester at CPUT will be dedicated to this phase. To boost awareness of the campaign, a series of commercials will be posted on all of CPUT's social media platforms and on their website. A series of A2 posters will be distributed around the Design building, Administration Floor & Student Center.
The user will need to scan the QR code on the posters, which will take them directly to the CPUT website. Following that, you will see a commercial that will direct you to the desired social media page for the app download.
