Collaborating with SAP, a multinational software corporation, The Telegraph hosted a pivotal Diversity and Inclusion event during Autism Week in April 2019, with the primary objective of raising national awareness about Autism in the workplace. My mission encompassed crafting a creative and visually engaging narrative that spanned across various media platforms, including desktop, mobile web, print, and app.
To meet this challenge, I took charge of designing and art directing three print features spread over three weeks, all while staying true to my mission of creating a unified creative and visual identity for the campaign while allowing each distinct coverage area to maintain its uniqueness. Our strategy focused on intelligent editorial and design choices, with a significant emphasis on imagery. Instead of relying on actors or individuals pretending to be autistic, we embraced a distinctive illustration style aimed at eliciting emotions and fostering audience engagement. These illustrations provided a unique glimpse into the minds of individuals on the autism spectrum, using colours to convey challenges without inducing pain, employing shapes to signify difference rather than disability, and showcasing a wide range of roles to highlight the diversity of jobs that individuals on the spectrum could excel in.
The campaign resonated deeply with the audience, sparking extensive social engagement and conversations. Feedback surveys revealed a 67% increase in SAP's brand perception, along with a 67% capture of audience attention and a 65% appreciation for the clever content. Furthermore, the campaign exceeded expectations, delivering a remarkable 16% increase in revenue.
The client expressed immense satisfaction with the campaign's direction, with no amendments required throughout its execution. The true return on investment lay in the audience interaction and the powerful human stories that emerged from the social media feedback.
Client
SAP x The Telegraph
SAP x The Telegraph
Category
Business
Business
Role
Creative Direction, Design
Creative Direction, Design
Illustration commission
Eleanor Shakespeare
Eleanor Shakespeare
Awards
Business Event of the Year 2020
Campaign Media Awards 2020
Business Event of the Year 2020
Campaign Media Awards 2020
