Earth & Volunteer Month Social Media Campaign
Art Direction + Storyboarding + Graphic Design
Software: Illustrator + Photoshop + After Effects
GEICO emphasized the significance of environmental sustainability and community investments as part of Earth Month initiatives. The company actively urged both employees and customers to embrace sustainable habits and utilize renewable resources, aiming to reduce carbon footprints. Concurrently, during Volunteer Month, GEICO showcased its’ community investment initiatives and partnerships.
Supporting the marketing creative team, I was the primary designer for the Earth & Volunteer Month social campaign. Following the creative brand developed for this campaign, I produced storyboards, designed graphics for Facebook, Instagram, Stories, and LinkedIn. I prepared and packaged all files for transfer to After Effects and provided feedback and sign-off for final motion graphics.
The primary objective of this campaign was to foster trust within the community, encompassing both customers and associates, positioning GEICO as a community-centric company. To solidify this image, the company expanded its’ presence on social channels, integrating paid efforts in between positive influencer posts. This month-long campaign aimed to demonstrate GEICO's steadfast commitment, and the iconic gecko mascot maintained a consistent narrative throughout. As a result, this campaign led to a remarkable 52% increase in Facebook engagement (comments, likes, shares) and a 4% growth in Instagram followers.
Work listed above completed by me unless otherwise noted below. // Additional credits: Additional Art Direction: Heather Van Helmick | Motion Graphics: Jose Moris
Week 1: Let’s Go Green // Kickoff
Week 1 Focus: Small lifestyle changes can make a significant impact.
Reduce, reuse, and recycle
Volunteer
Educate
Conserve water
Choose sustainable
Shop wisely and bring a reusable shopping bag
Use long-lasting, energy efficient light bulbs
Plant a tree
Don't send chemicals into our waterways
Bike more / Drive less
Week 1 Storyboard: Heather Van Helmick
Week 2: Environmental Partner // EcoSet
Week 2 Focus: Highlight GEICO’s ongoing partnership with EcoSet.
EcoSet serves as an environmentally conscious production resource for the creative industries, specializing in Zero Waste practices for productions and events. With a commitment to sustainability, they actively recirculate production and event materials back into the community. As a women-owned and certified sustainable entity, EcoSet is dedicated to transitioning toward a creative circular economy, reshaping standard business practices, and enhancing behind-the-scenes sustainability.
During production of a single commercial, EcoSet assisted GEICO in adhering to Green the Bid best practices. They also partnered with Every Day Action, a 501(c)(3) nonprofit that redirects food waste from film sets to those in need near Los Angeles. For catering and craft services, EcoSet supplied wood, paper, and fiber food service products, including 100% compostable utensils, coffee cups, and lids. To minimize environmental impact, 163 cases of canned water were provided to eliminate single-use plastic bottles. Additionally, through a partnership with TreePeople, EcoSet contributed to planting five trees, helping offset the carbon footprint of the shoot.
Week 3: Community Partner // Foster Love
Week 3 Focus: Highlight GEICO’s ongoing partnership with Foster Love.
Foster Love, a 501(c)3 non-profit organization, is composed of driven young adults and former foster youth. Their mission is to enhance the lives of children in foster care, a demographic often overlooked and neglected by the wider community.
Among Foster Love's initiatives is the Bikes for Foster Youth program. This endeavor was launched to ensure that teenagers in foster care have access to personal transportation. The ownership of a bicycle not only fosters independence and confidence but also allows foster youth to experience the simple joys of childhood.
GEICO actively participates in this program annually, contributing to a commendable organization that provides the invaluable gift of mobility and freedom to children in need.
Week 4: Highlight Associates // GEICO Cares Advocates
Week 4 Focus: Highlight the GEICO Cares Advocates.
Recognizing the increasing needs of our communities, GEICO is committed to making a positive impact. Through the GEICO Cares program, associates generously contribute their time, skills, and resources to enhance the well-being of our local communities.
This program empowers associates to engage in meaningful campaigns and volunteer opportunities with local organizations, creating transformative experiences for individuals in need. In every region, a designated GEICO Cares Advocate takes the lead, spearheading and bolstering the company's community investment initiatives.
