Social Media Campaign – Character Design

Meet Summer, a character we designed for a Social Campaign launching new eating guidelines for schools. The campaign invited students into daily interaction by following the lives of four very unique characters. The use of various methods and characters was designed to extend the reach of the campaign while encouraging participation in two-way conversation rather than ‘all too obvious’ promotional posts.

The language of this campaign was intentionally positively focused, built around what was gained (not lost) through the launch of these new guidelines. This allowed students to see the guidelines as a support and foundation for healthy living, rather than a set of restrictions.

And to answer your question, yes, that is a donut crown on Summer's head.