In the digital world, Generation Z's don’t feel truly safe from internal threats; trusted peers can turn on them
at any given moment. In a way, their calculated nature is a survival mechanism.
at any given moment. In a way, their calculated nature is a survival mechanism.
This generation has established friend groups that they already lean on for support, but during the pandemic it is hard to have those vulnerable moments in person anymore.
(A One Show Brief)
My Role: Art Director for all Instagram post/story executions.
Copywriter of subtitles, and tagline.
Copywriter of subtitles, and tagline.
Instagram Post - GIF Version
Campaign Tagline
Instagram Posts Artwork
Featuring WhatsApp Video Call
Featuring WhatsApp Audio Call
Featuring WhatsApp Text Chat
Instagram Story Advertisements
Instagram Post
Instagram Post
Instagram Post
Instagram Post
Instagram Carousel Advertisement
The purpose of this social media campaign is to get Generation Z's to think of WhatsApp as a safe space that they can be vulnerable without any judgements.
Creative Team: Erika McCall, Molly Beveridge, and Hannah Strong