SALVADOR RAYGOZA
Embrace Your Roots and Fly is a social campaign inspired by the book Bread Givers. The campaign aims to inspire immigrant youth to preserve and promote their cultural background while flourishing in this American society. By learning about and participating in programs that embrace their native lands, traditions, art and food; children become empowered to make their roots a part of the new world they live in.
The logo for the EYR campaign is a butterfly with the branch it flew off of imprinted on its wings. This translates to the campaigns goal of empowering immigrant youth to embrace their roots by making them part of who they evolve into. Just like in society, the most stunning part of this butterfly is the homage to its birthplace that it carries on its back.
A mind map was constructed to identify the two terms I wanted my campaign to revolve around. Ultimately I selected Immigrant Empowerment as it resonated with my childhood and the challenges I had to overcome growing up.
The final logo unified the plant and the side profile of a butterfly into a single shape. By eliminating the second wing and joining the branch with the leaves as negative space, the branch becomes a transparent shape that can co-exist with the butterfly.
The campaigns message can be communicated to the general public effectively if the materials is not only visually sound, but also invokes emotion in the viewer. By showing what's at stake, the user feels more compelled to help the organization preserve and promote our youths origins.
Something as simple as a sticker can be turned into a powerful educational tool by embedding a QR code that links to an event, a contest or the campaigns web page.
To bring the message to an untapped audience, collaborations can be used with places such as coffee houses in the form of special edition cups and/or brews.
A website acts as a portal to help connect people with ways they can help and learn. From signing up for community events to learning about traditions and food, the website is a hub for everyone interested in the campaign.