#MyMotherNature Campaign

#MyMotherNature was a design study in which I created a full campaign to help improve positive associations of visible minorities in Surrey, B.C. with outdoor leisure activities. This campaign was designed for the Take a Hike Foundation who partner with public school districts to deliver their proven, trauma-informed, evidence-based program model that has transformed the lives of hundreds of youth in B.C. along with their families.

School Activation Mockup

Instagram Post and Campaign Experience Mock-up

I created mock-ups of an immersive nature exhibit to be installed in a high school classroom, giving students the opportunity to explore this space. Visible minorities often report underrepresentation in outdoor media for their lower participation rates. This exhibit empowers individuals to control their own representation by sharing their experiences on social media with the hashtag #MyMotherNature.

Booklet

Students will then leave the exhibit with a booklet that I designed. These booklets will guide students to local hikes, where they will find instructions to activate their cards from the booklet. These now activated cards can be exchanged for food vouchers at the Take a Hike Foundation booth (final touch point) set up at Party for the Planet, which is Surrey’s inclusive event celebrating earth day.

Park Checkpoint Mock-up

Campaign Brochure

Report

From the concept, to the designs, the goal was to actively engage youth and provide them with the tools to create their own narrative and learn about the world around them.