Hazing Prevention
Cross-media strategy & design Learning about Evelyn and Jim Piazza’s work to end hazing after the loss of their son, Tim, spurred my own involvement in hazing prevention. I developed a communication programme composed of three distinct campaigns, each tailored to resonate with a specific audience.
Specs & CollaboratorsClient: Lehigh University
Scope: These self-initiated campaigns encompassed strategy, copywriting, collaborating with stakeholders, photoshoot planning and art direction, and design and production
Photography: Christa Neu
#NewTraditions: An Action Oriented Campaign
Target-audience: Students who are already in groups and are in search of activities to do together—to achieve the outcomes that they currently associate with hazing through more benign, alternate means (bonding, trust, leadership, ...).
How: Via social media
Statements of “Tough Love”: A Challenging & Questioning Campaign
Target-audience: Students who appreciate structure and boundaries and might need a stronger, more direct reminder that hazing—despite what their peers might say—is not okay.
How: Environmental campaign installed in various locations on campus.
Back to Basics: An Interactive Educational Campaign
Target-audience: Students who are unclear about what constitutes hazing—either because the power dynamics at play (and resulting harm) aren’t entirely clear to them, or because they’ve never encountered it.
How: Direct engagement via an interactive Instagram story series.
