Campaign
Multicultural Family Resource Society (MFRS) is a non-profit organization in Edmonton, AB committed to improving the well-being of
immigrant and refugee youth and families. This is a project that was designed to bring awareness of MFRS in the Edmonton area.
MFRS Website
View project on Behance
After hearing stories from volunteers at the MFRS, I was surprised to hear of the challenges that immigrants/refugees must face when they come into Canada.
As a class, we were assigned to create a campaign toolkit for the MFRS to bring awareness to the public and funders. It was designed to be a campaign that promoted the positive aspects of what the MFRS could do to members of the community.
The MFRS logo was recreated in bright watercolour for the visual feel of the campaign, expressing warmth, positivity, and tactility to the viewer. MFRS' logo already conveyed a sense of belonging and connection, so it was natural to reuse it and develop it further.
The toolkit is the campaign guideline that is given to MFRS for use on various mediums. The MFRS is to write a brief Story of a good deed they have done and how they affected the life of a family or individual. Stories are important to the MFRS campaign because it can place the viewer into another person's shoes without imposing statistical information that the reader may ignore.
The visual guidelines can be applied to all sorts of media, from social media, publicly-placed advertisements, and much more.
