The Charity Shoppers Collective
SELF-DEVISED FINAL YEAR PROJECT
Brief:
To create a visually compelling report on the topic of my choice. Identifying a problem, from contextual research and developing a solution with relevant and impactful outcomes.
Skills:
Contextual Research
Idea Generation
Concept Development
Photography
Post production
Graphic design & Branding
Digital Marketing
Response:
I developed this self-devised project to explore the rising trend of charity shopping with Gen-Z.
The Problem:
'Charity shopping has become competitive amongst Gen-Z (students 18-23), resulting in division and stress.
How might we unite this consumer and reintroduce positivity?'
The Gap, Need and Opportunity:
* Charity shopping needs to become a fun and social activity for the consumer, as it provides them with a sustainable, ethical, economical and moral output.
* This consumer needs to be united with one and other as they are a generation that desires social belonging following the pandemic.
* Nobody is uniting this consumer and there is an opportunity to implement a community framework.
The Big Idea:
'To create a community that unites the consumer and promotes the celebration of the values of charity shopping, providing a positive and wholesome outlook.'
The Concept:
I developed the creative concept of DIY Unity which focused on harnessing the craft and wholesome aesthetic to reflect the topic of charity shopping and be relatable and inviting for the consumer.
The Outcomes:
The CSC is a grassroots community for student charity shoppers in Nottingham. Which provides online and physical socials for the consumer to unite and celebrate the positive values of charity shopping.
Based on the platform Instagram with secondary platforms of TikTok, WhatsApp and a website. Members also gain access to regular social events and merchandise that included prints and more.
The route to consumer to advantage of these social media channels, OOH advertising including posters and clean advertising (jet washing), a membership package that included a Bingo card to encourage participation. Following up with a launch event with personalised invites.
Feedback:
Coming soon . . .
* I was selected by a tutor to be interviewed and featured in the NTU FCP final year publication.
*This project has been entered into the Global Creative Graduate Showcase 2024.
