Client
PROPER
Role
Conceptual/ideas designer & content creator
At PROPER I was responsible for conceptualising campaign ideas and bringing them to life through social media, on site as well as working on packaging design concepts, new product development and re-thinking how the brand engages with its trade customers. I sat on the Impact team with a keen interest in ensuring that the brand was doing everything it could to reduce its impact on the planet and its people.
B-Corp Month Communications Strategy
All B-Corp certified businesses celebrate B-Corp month each year to celebrate and spread the word about what being a B-Corp means and how to become certified. It can become a layered and complex communications piece as each company becomes certified for different aspects of their business with varying scores.
Concept
The problem that most businesses face is that no one knows what a B-Corp is, meaning this campaign needed to break down what it meant for PROPER in very tangible ways. We established 3 areas of focus: The World, The PROPER Team and PROPER brand Community as a basis for story-telling.
Solution
A series of short videos for PROPER’s Instagram feed, educating followers on the specifics of what being a B-Corp means to the brand and why it’s important. Email me for more information and to see the family of videos.
World Mental Health Day – Address Your Stress
As Mental Health First Aider I was asked to think about content to be shared on the PROPER instagram feed, encouraging followers to take some time for themselves.
Concept
As a snack brand PROPER is often encouraging and enabling ‘snack breaks’ to occur at different points during the day. For WMH day we wanted to encourage people to use their snack break as a mini meditation session for their mind, instead of mindlessly eating for 5 mins.
Solution
A short animated video for the Instagram feed, using the product to spread a positive message about mental health and its importance.
Snack Break Well Spent strategy
Research has shown that many younger people are the largest proportion of people who don’t turn up to vote in the UK because they aren’t registered. We wanted to raise awareness as a business of the importance of young people’s engagement with politics, and encourage young people to register before the election day.
Concept
The idea behind ‘snack break well spent’ is that it is recovered time spent wisely, when you would normally be eating a snack. Similarly to World Mental Health Day, the idea behind this content was to compare the time it takes to register to vote with the time it takes to eat a snack, in turn making the idea of registering more accessible to young people.
Solution
A short video for the Vote for Your Future Campaign to go on PROPER’s Instagram feed, educating and outlining the steps that need to be taken in order to register to vote.
