NPO Capstone Project - ReForest London - Earth Day Campaign

To create a high-impact advertising campaign for ReForest London, a non-profit organization dedicated to enhancing the environmental health of London, Ontario. The campaign's primary goal was to increase community engagement during Earth Day, specifically targeting families and children to foster a long-term connection between the youth and their local environment.

Working in a collaborative group, we engaged in direct consultations with the organization via Zoom to align our creative direction with their mission. While the initial strategy was a team effort, I independently developed the visual narrative and campaign slogan: "Plant a lifelong buddy today!" This concept focuses on the emotional bond between a child and a tree, positioning the act of planting not just as an environmental task, but as the start of a lifelong friendship. I designed a multi-channel campaign—including billboards, bus shelters, and social media assets (TikTok & Instagram)—using vibrant, organic illustrations to make the message approachable and inspiring for the next generation.

Creative Lead & Copywriter: Developed the "Lifelong Buddy" concept and campaign slogan.
Visual Communication: Designed large-scale OOH (Out-of-Home) advertisements (Billboard & Bus Shelter).
‍Social Media Strategist: Created specialized layouts for TikTok and Instagram to maximize community reach.
‍NPO Liaison: Participated in client meetings to ensure brand alignment.