CAMPAIGN
For All: Public Awareness Campaign
For All is a public awareness campaign raising awareness about how taxes are used to fund infrastructure and public services.
Specifically, the campaign aims to target Boomers and Gen X, particularly parents with their own aging parents, and advocate for wealth taxes and increased corporate taxes. This cohort is feeling the pinch on both sides and is less likely to support taxing the rich.
Project Assets
The main campaign logo features the campaign slogan “For All” in condensed bold lettering. It is contained in a large black angled shape, evoking a sense of urgency and drawing on protest imagery.
The campaign is further narrowed into different subtopics, each focused on a different service that is supported by taxation. There are horizontal and stacked versions with container versions for busy backgrounds.
A full suite of subtopic logos offers lots of customization across a very diverse subject matter. This system allows the user to quickly understand what aspect of the campaign they are interacting with.
The logo suite system is complemented by a colour coded system with a brand colour assigned to each of the subtopics. This reinforces the visual recognition of each subtopic.
The subtopic logos build a pattern that can be used for backgrounds. The subtopic logo that corresponds with the campaign expression can be highlighted in the bottom left corner.
The font Balto is used throughout the campaign. Type is set in bold large letters to communicate headlines effectively from far away.
This campaign targets Gen X and Boomers, specifically with children themselves and aging parents. Because they spend lots of time in their car shuttling kids and parents to different appointments, this campaign primarily makes use of outdoor signage.
Campaign Expressions
