BE THE SPARK
“Be the Spark” is a motion graphics sequence aiming to raise awareness about companionship services for the elderly, and encourage young adults to volunteer with them.
It was created in response to the Creative Conscience Awards briefs, as a tie-up with UK-based charity Re-Engage. The animation highlights the importance of community, and how it can help people rediscover happiness.
It would be shared across platforms such as Instagram, TikTok, and YouTube via Re-engage’s social media channels to effectively reach our young, Gen-Z target audience. The goal is to encourage young people to be the spark that brings joy into the lives of older generations by volunteering with Re-engage.
THE POSITIVE IMPACT?
To expand the campaign’s reach and impact for our Gen-Z demographic, I designed social media posts for the online movement #BeTheSpark.
THE ISSUE?
1.9 Million older people aged 60+ often feel invisible and alone. (Age UK, 2020)
Loneliness among the elderly is a significant problem in the UK. However, the narrative surrounding gaining support for this is very sympathetic and depressing. Emotional messages like “help a poor, isolated older person break up their lonely week” are used to plead for financial support.
However, to encourage volunteering, especially amongst a younger Gen Z demographic (who tend to be skeptical about emotional appeals), we knew we had to take a more positive approach. So, instead of framing the elderly as helpless, we aimed to gain support by showing the positive impact young adults can make on the elderly simply by being there for them.
WHY YOUNG ADULTS?
While Gen Z are the most likely to want to volunteer, according to the NCVO, older people typically actively volunteer more than younger people, highlighting a greater need to encourage more Gen Z to engage with society and help the elderly.
THE PROCESS
I was in charge of the art direction of the project, designing the style, feel and the design of our main character. To personally appeal to both our older and younger demographics, we settled on a felty, papercut style.
