Hazing Prevention
STRATEGY, DESIGN (PRINT AND DIGITAL) and art direction of photographyLearning about Evelyn and Jim Piazza—who have worked to end hazing after losing their son, Tim—made me want to get involved with hazing prevention. I developed a communication programme that approaches hazing prevention with three different campaigns—each tailored to resonate with a specific target audience.
#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
Photography: Christa Neu
Statements of “Tough Love”: A Challenging and 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.
Photography: Marcus Smith
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.
My Role
These self-initiated campaigns involved strategy, copy-writing, gathering and implementing input from stakeholders, scheduling and art-directing photoshoots, design and production.