Campaign Design, Copy Writing & Naming
Case Study: Full Stop
The University of Glasgow’s Equality & Diversity Unit commissioned the Full Stop campaign to raise awareness of the help and support they can provide for staff and students. The campaign also demonstrated the institution’s active role in promoting diversity in all aspects of its work.
The in-house team came to me with an idea for dialogues to convey their key messages. I developed the concept of ‘micro-fictions’ that gave the campaign its distinctive narrative tone. This allowed us to add context to the scenarios we wanted to illustrate, and provided the grammatical spark for the campaign name, Full Stop.
The team and I worked together to create copy for 26 posters, which I styled to tie in with the University’s wider visual identity. The posters were displayed prominently around the University over several weeks, and were circulated widely via social media. The campaign was also promoted on plasma screens across the University campus.
Awards & Recognition
The campaign won a CIPR Scotland PRide Silver Award, and was nominated for the UK National CIPR Excellence Awards, The Herald Diversity Awards and for the Best Internal Communications Campaign at the HEIST Awards. It was also praised in the Scottish Parliament and in the press.
‘I saw your post about the Full Stop Campaign and I just wanted to say that it warms my heart to see a university care so much about the wellbeing of its students. I feel really confident that I made the right choice about applying to the University of Glasgow. Thank you!’
Comment from a University of Glasgow student on Facebook