PTSD Service Dog Awareness
Instagram Carousels - Poster Ads
Custom Canines is a nonprofit organization powered by volunteers based in Madison, WI. It dedicates itself to raising, training, and gifting service dogs to military veterans and first responders with disabilities. Custom Canines' mission is to help clients live a life of abundance with the assistance and companionship of a highly trained service dog.
Instagram Carousel Campaign
The campaign aims to raise viewers' awareness that help is available, but Custom Canines needs your help, too. I wanted to evoke a feeling of chaos, numbness, empathy, and hope.
The goal is to highlight a soldier, an EMT, and a police officer, showcasing them on the job and connecting their experiences to daily tasks they may find challenging, even when they appear 'normal.' This aids in reminding viewers that PTSD is always present. The final slide will act as a call to action, encouraging donations of time or money to help place more service dogs with individuals in need.
SKILLS: Photo Editing, Branding, Research, Layout Design, Typography, Social Media, Concepting, AI
PROGRAM: Photoshop
I researched the Custom Canines website and social media. My goal was to utilize their existing recipients and find images of people with similar physical characteristics to represent them. When I couldn't find the pictures I was looking for on open-source and royalty-free photo sites, I made a controversial choice and went to Midjourney AI. I input all the instructions and characteristics I was looking for in the person, and what I needed in the background.
I decided to make the person black and white until the end slide. The motivation came from the country song by Jamey Johnson, "In Color," which seems to be an anthem to many veterans and first responders, understandably so. The trauma is edited to be in vivid color, while the depression keeps the person in black and white. On the last slide, they are all in full color because their new faithful companion was able to lift their spirits and live life again.
Heroes for Heroes Posters
The following Custom Canines Project included two posters showcasing Heroes for Heroes. These posters target military veterans, a subject near and dear to my heart. These posters aim to aid in additional outreach and awareness, as many people are unaware that these services exist to assist our veterans. Ideal placement would be at a VA Hospital or a Veteran Service Office. I also included one poster that included an EMT and a Police Officer.
SKILLS: Photo Editing, Branding, Research, Layout Design, Typography, Concepting
PROGRAMS: Photoshop, Illustrator
I started with my two concept ideas and made 10 ideas for each.
