What I Learnt
Some key insights
1. emotional Investment in purchase
Having chosen GenZ as the overall target group, it was crucial that we understand the motivations of this persona. It is clear that while they do not have very many philanthropic intentions (due to lack of disposal income), they do care a lot about transparency and emotional investment in their purchases. And, because they use fashion as a medium of self expression, we decided to have a range of options (connected to different stories & UNICEF pillars). To choose a specific art/T-shirt, can direct GenZ passions towards a specific pillar, such as below.
2. Breaking A Deadlock
The optics of H&M as a partner was an aspect that we were quite divided on as a group. On one hand, the giant corporation has been called out for green-washing and other unethical practices, and on the other hand, their sustainability drive can be one of those large-scale changes that are key to GenZ motivations. This could also push other brands to 'close the loop'.
Partner Site Mockup
Here, we decided to look at the bigger picture. An association with UNICEF could be beneficial for both brand presences, and could lead the manufacturing giant to take tangible steps towards child rights and sustainability. In these tricky situations, I believe it really boils down to impact for the end customer, who should be able to access your product and feel good about it.
3. Story = Stakeholder
On a more personal level, I think I really enjoyed working on this project because I found a way to incorporate art and storytelling as an intrinsic part of the project.
Connecting to the idea of emotional investment above, to be able to tell an important story of a real person can create real change. The stories that UNICEF puts out are basically reportage and journalistic, and are devoid of emotion. We needed to make it very human and evocative.
In our research insights, UNICEF comes across as a giant, almost corporate because of the lack of accountability and traceability.
And so we wanted to use this storytelling to be extremely emphatic and emotional, and also ensure that people become part of the story.
4. Transparency & Social Proof
We found that the inclusion of a Loading Bar, to show the fulfilment of pledges made by a corporate, was an effective choice. A corporate pledge supporting the initiative gave the project the social proof it needed, and at the same time, allowed a customer to see their individual impact.
5. Sythesizing or Saying No
Research and data gathering is crucial, but synthesising that data in such a matrixed project with numerous stakeholders is where the battlefield is. Having to say no to different aspects of the PSSD, to keep a realistic scope, and still be able to create an impactful solution is the delicate balance that we need to achieve.