A social campaign's brand identity and communication design


social awareness campaign

Thinking Pink

5 Days of Pink at Waterloo Region was social campaign produced by the Hate Crime and Extremism Investigative Team (HCEIT) under the direction of Waterloo Regional Police Service (WRPS) with a goal to proactively address unreported hate crimes and identifying at-risk victims while effectively supporting them in.

After successful social campaign called 8 Days of SWAG, the WRPS reached out to me again to create a campaign identity and other marketing collateral for #5DaysOfPink.

The Campaign

After presenting three initial approaches to the campaign’s identity, I incorporated the client’s feedback and developed the rest of the campaign elements including social media posts, web banners, social photo op props, posters and handout cards.

The Results



A constant stream of engaging content along with a strong visual identity led to exceeding metrics by 30% in the 5-day campaign. The feedback received was overwhelmingly positive with many members of the community stepping in to take selfies with the Instagram prop.

While the quantitative results speak volumes, a more important part of the campaign–and its backbone to success, was that the campaign generated positive discussions about what it means to be an LGBTQ+ ally, why it’s important to be an ally, and why someone would report hate crimes.