The client, City Hospice is a charity in Cardiff that specialise in palliative care. The client is facing troubles of an ageing workforce/volunteers due to their current marketing not effectively targeting younger people. The brief was to come up with a solution that would better target younger volunteers.

Research found that over half a million people signed up for the UK government’s volunteering scheme to help the most vulnerable during the pandemic. The campaign’s mission was to target individuals who want to add community spirit and positivity to their new, post-pandemic daily routine and persuade them to channel these notions by helping the most vulnerable, through the scheme of volunteering. Don’t Flatten Our Curve is a marketing campaign embracing selfless acts and community spirit. The curve represents these selfless acts and embraces them with open arms. By volunteering, young people are stopping the curve from decreasing in the same way that the spike in virus infections decreases. The graph creates a never-ending, ascending curve in community spirit.

Through the discovery phase, I discovered that City Hospice had an ageing workforce problem and that this problem was due to the lack of social media content targeted at younger potential volunteers. For this reason, an entirely new social media strategy was needed which utilised social media effectively using vibrant stories and active posting. The strategy included taking advantage of Instagram’s tile view to further enforce the overall message; to continue the momentum and not flatten our curve. The example shows the curve continuing from 1 post to another, creating a never-ending, ascending curve.

The campaign embraces City Hospice’s vibrant colour scheme as a way of grabbing younger people’s attention for longer. The overall message is to continue helping others and not to “flatten our curve”. This message can be used for more than just the volunteering aspect of City Hospice. The opportunity is there to use this campaign to market their fundraising and donating schemes as well. All three fall under the marketing campaign’s message of helping others.

The campaign also took advantage of public space to capture potential volunteers’ attention. Typographic posters that are concise and memorable were used in order to effectively engage with a younger demographic that lose interest quickly. This was further ensured by the use of vibrant colours to catch and hold the eye as well as connoting notions of a positive working environment.