North Light Imaginative: Toronto Visual Design Services

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Right To Play International:
"Set Their Tomorrow in Motion" | 2023 Year End Campaign

The challenge and opportunity: During the busy holiday giving season, charities must find a way to shine through competing messages across channels in order to expand their audience awareness and convert new donors. The aim of Right To Play's year end campaign was to emphasize RTP's core mission values and brand to engage new viewership and ultimately convert viewers into donors. A secondary goal was to as encourage existing donors to increase their donations. Both of these aims were targeted by invoking a sense of urgency and positive impact.

The audience: Top of funnel prospects/new donors, past donors.

What's the buy-in? Your donations create impact in children's lives by contributing to their protection, education and empowerment, thus helping to "set in motion" a better future for them.

Tactics:

New Campaign Visual Identity including a logo design and a visual suite of visual elements and core photography
OOH billboards/posters
Social media posts - both static and animated for various platforms
Digital animated and static ads
Website landing page and organization homepage directed graphics
Email series

Project Responsibilities:

Art Direction
Graphic Design
Photography Curation

Visual Identity

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The direction of the Look and Feel of the 2023 Year End Campaign leveraged core Right To Play branding elements (typography, colours, and textures) following input from National Offices requesting a less specific concept than in past years.

Presented here are a primary high-contrast version (darker background), and a lower contrast secondary version (lighter background). Both versions were used for digital and print applications.

The visual identity included photo selections that were bright, saturated, and tonally brand-aligned to act as a counter point to dark and pale elements, creating a cohesive, engaging visual treatment vehicle for the campaign messaging.

In developing the campaign logo, the choice of a “play” button was made to be visually emblematic of the following conceptual aspects:

a sense of forward motion - in most contexts, interacting with a “Play” button initiates activity, be it a film, online video or a computer game.
a compelling invitation to the user to “go”...to take action to make something happen, i.e. by engaging with the campaign (and donating...?), they make an impact in kids’ lives.
it acts as a visual reinforcement of the call to action, and acts a visual CTA itself.
...and of course, a playful riff on the name of the campaign itself; playfulness is key to RTP’s brand.

OOH Billboards for the European Market

The poster and billboard below would be used to engage street-level passers-by directly in various locations.

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Social Media Posts

Several options emphasizing various aspects of the Campaign Messaging (key brand messages, stat-based, Upriser quote-based) and utilizing core photo selects.

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Animated Ads

Animations in various standard sizes (e.g. 1080x1080, 1080x1920, etc.) were versioned for use across various platforms throughout the duration of the campaign

Static Ads

For use on organization website and Campaign pages, these funneled users to donation form pages.

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North Light Imaginative: Art and Visual Design Services