PTSD Service Dog Instagram Campaign
Custom Canines is a nonprofit organization run by volunteers. It is dedicated to raising, training, and providing service dogs to military veterans and first responders with physical and mental health disabilities. The mission of Custom Canines is to assist clients in leading fulfilling lives through the companionship and support of a highly trained PTSD service dog.
The campaign aims to bring awareness to the viewer 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 as 'normal', 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 Custom Canines website and social media. My goal was to utilize their existing recipients and find images of people as close as possible to represent them. When I couldn't find the pictures I was looking for on open-source photo sites, I made a controversial choice and I went to Midjourney AI. I inputted all the instructions and characteristics I was looking for in the person and what I needed in the background. (I reached out to ensure it was ok to proceed this way.)
I decided to make the person in black and white until the end slide. The motivation came from the country song by Jamey Johnson- "In Color" as it 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 them 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 so 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.
These were the three images chosen to move ahead.
Images Mocked Up
