OPERATION
PREFRONTAL
CORTEX
SOCIAL MEDIA CAMPAIGN & CONTENT
Content work and a spec social media campaign created for Operation Prefrontal Cortex (Op-PFC), a foundation who’s aim is to end gun violence through mindfulness and meditation practices.
2021
INTRO
OBJECTIVE
To inspire and inform 18-24 year old, GTA-based Instagram users to be more mindful and understand the significance of mindfulness and meditation.
INSIGHT
The doubts surrounding the impacts of mindfulness and meditation stem from a lack of evidence-based findings.
STRATEGY
Use scalable, modular content where the stories of Op-PFC can live and be understood in large arcs, and in their individual posts.
SOLUTION
A series of print and transit ads that demand creative engagement from the viewer.
CAMPAIGN
Over a course of 3 weeks, the campaign will release 3 posts per week, for a total of 9 posts. Each day will have a theme that fall into a larger theme of the week.
(Above) Each post will consist of a minimum of four slides:
The headline on first slides will define the problem.
Second slides will provide the statistics and science-based facts to highlight a specific issue and prove the validity of the headline in the first slides.
Third slides define mindfulness and meditation as the solution to the problems in the second slides.
The final slides will always include a list of resources.
CONTENT
Over a course of 3 weeks,
CREDITS
CAMPAIGN
Art Director & Copywriter: Drew Horseman & Jung EJ Lee
CONTENT
Graphic Designer & Copywriter: Jung EJ Lee