CallThem Campaign

For this project, I developed a complete campaign concept to address the social issue of elderly isolation. This included creating the brand Grand-Connect, developing the "Call Them" campaign, and identifying a suitable sponsor to support the initiative.

Targeted at people aged 16–40, the campaign encourages a simple but meaningful action: calling or reconnecting with their grandparents. Through a guerrilla marketing strategy, the campaign aimed to raise awareness of elderly loneliness while fostering stronger intergenerational relationships and reminding audiences that small acts of connection can make a significant difference.

The outputs I focused on were out-of-home (OOH) billboards and a branded tote bag, strategically selected to engage the target audience through high-visibility, everyday touchpoints. Rather than relying on digital advertising and social media, I chose to prioritise physical media to create more meaningful, real-world interactions and avoid competing with the oversaturation of online content. This approach aligned with the campaign's goal of encouraging people to disconnect from their screens and reconnect with their grandparents through a simple phone call.

The visual hierarchy places the campaign message front and centre, using scale, transparency, and contrast to communicate urgency while maintaining an approachable, human feel.

Urban billboard with hashtag #Calithen and a faintly visible graphic of children playing, mounted on a weathered concrete wall with a blue sky background.
Two dark blue tote bags with green handles and motivational text, one with an illustration of a person walking by the water and the hashtag #CallThem, the other with the text "It is never too late."
Bus stop with digital advertisement panels, surrounded by trees and bushes, in an outdoor urban setting.