Connection Through Action

Client: Target
Company: DoSomething.org
Project Role: Senior creative strategist

TARGET — “The 5 Actions Challenge”

The Opportunity:

Target wants to demonstrate to the local communities that it cares about them. At the same time, our research found that only 14% of young people felt any connection to their IRL home communities. Target’s recently launched Gen Z-focused Instagram magazine TargetTag was a perfect vehicle to help bridge that divide.

TargetTag’s upcoming issue’s focus was “It’s Time to Serve,” and DoSomething launched the “5 Actions Challenge” to give young people simple community-based activities, bringing them closer to their neighborhoods while fostering an online network of like-minded people. Young people were challenged over the course of five days to take one action, with the actions leveling up a little more each day. Beginning with helping save energy around their homes, collecting non-perishable items for food shelters, celebrating teachers, supporting LGBTQ+ youth, and finally posting positive love messages to brighten people’s days. Every day, young people did something to connect with their communities.

Working with TargetTag’s team of youth influencers, we created a four-week content sprint, inspiring thousands of young people to get involved, make their communities more connected, and give everyone a chance to be celebrated and helped.

DoSomething.org is the largest non-profit focused exclusively on helping young people (ages 12-25) join volunteer, social change, and civic action campaigns to make a real-world impact on causes they care about.

As Senior Creative Strategist, I was the only organization member tasked with creating our brand campaigns. I worked on at least one new pitch every 4-7 days, doing initial cause research; audience outreach and focus grouping; insight generation; creative ideation; campaign creation, deck building; pitching to our client partners, and creating campaigns responding to real-time events.