Campaign Project

This project was part of an assignment for my Design Studio 1 class, for which I created a campaign encouraging people to build their media literacy. The campaign includes a fake milk carton, meant to be able to be easily mistaken for a real milk carton. The intention was for it to be able to be placed among any normal milk cartons and be casually picked up by everyday consumers. There is a QR code on the milk carton that leads to a website with further resources about media literacy.

My campaign was aimed at mostly those who have fundamentally altruistic intentions but buy into misinformation (especially in conservative circles) and harm people through their misinformed behavior; however, the message is relevant to any audience in general.

The campaign encourages people to ask questions; most people get defensive and double down on their beliefs when directly challenged, so the campaign's intention is to give people agency to break out of their echo chambers. There are no direct statements against any beliefs, but rather resources to develop media literacy–a way to form an opinion separate from polarizing influences.

The analog format is inspired by 1950s food advertising and packaging, appealing to a very traditional sense of American identity from a very traditional era. The format of a milk carton flies under the radar, so it encourages the audience to quite literally take a close look at what they consume. The digital format, the website, supplements the questioning process started by the info on the milk carton by providing media literacy resources, while also maintaining a vintage look.