GOAL

To develop a campaign for IKEA that promotes their advocacy for literacy initiatives and inspires young Millennial parents

CAMPAIGN IDEA

Concept: We’re all built to read, but some lack the guidance

Partnership: IKEA + The Literacy Project

Goal: Raise awareness of the literacy gap in America

Target Audience: Millennial parents

Call to Action: Rally young parents to get involved

WHAT I DID?

My Role in the "Built to Read" Campaign

• Brainstormed overall concept

• Developed campaign name and ad copy

• Aligned:

  • Cause: Literacy gap awareness

  • IKEA’s brand

  • Target audience: Millennial parents

• Identified insights to connect all elements

• Goal: Inspire action and resonate with people

GROUP PROJECT:
ISABELLA ABOUHANA; Strategist and Copywriter
KAILEY FRETWELL; Graphic Design
MAIZY GUERTIN; Graphic Design