Make Mama Proud
As a personal and collaborative creative project, I joined a group of designers to develop a pro-bono social awareness campaign around sustainability. The goal was to get people's attention without being preachy — and to make the information genuinely engaging and shareable.
Eye-Catching Design.
We named the campaign "Make Mama Proud" — a reference to Mother Nature — and built a full brand identity around it with a flexible color system adaptable across a range of content types.
Social Awareness
The content strategy unfolded in three phases: brand awareness (introducing the look and feel), impact posts (attention-grabbing statistics sourced from the EPA and other credible sources, framed with a "Yo Mama" humor angle), and action posts (practical tips people could actually use). I designed animated GIFs for launch content and developed the campaign's visual templates.
Sharing Useful Tips.
After the public's attention was properly grabbed, we dropped some useful tips on them to improve their awareness and habits.
COVID ultimately shortened the campaign's run, but the work demonstrated a full campaign development process — strategy, brand creation, content planning, and multi-post execution — driven entirely by creative initiative outside of paid work.