It's Your Choice Campaign

Client: Department of Defence

My role: Lead creative

What I did: Campaign concept ideation, campaign key messaging development and campaign visual design and asset roll-out

Creative Contributors: Jason Perelson as Creative Director

Synergy Group were engaged by the Integrity Division in the Department of Defence to develop a behaviour change campaign to combat Fraud and Corruption.

Following a phase of research, engagement with a fraud and corruption expert and discussions with the client, I learned quickly that these crimes are typically committed for the sole purpose of personal gain. Whether it be financial, reputational or career gain, often perpetrators believe personal benefit is worth taking incredible risks, often choosing ignorance to potential consequences.

Using this insight, I developed the campaign line “It’s Your Choice”, speaking directly to the inner ego of the audience. As fraud and corruption was typically done for selfish reasons, I wanted to flip the switch and speak directly to what the perpetrator could lose if they committed these crimes. I wanted to create a fork in the road for the audience. Giving them a view into what they could have and what they could lose on a strictly personal level, giving them the choice to choose which path they would like to take.

The campaign was rolled out onto a series of collateral, including posters, pull-up banners, digital tiles, email signatures and more. The “It’s Your Choice” campaign was launched in November of 2022 during Fraud Awareness week.

Contact.

Phone: +61 438 147 091
Email: corinnejane93@gmail.com
Socials: LinkedIn