StartHope@Home is a free counselling service that helps migrants to setup businesses in their country of origin. The service offers a 6-8 week coaching programme on key entrepreneurial skills, including marketing, sales and finance.
As part of a joint project between several key actors in the field of migration in Germany, I developed a social media advertising campaign that would raise awareness about the StartHope@Home service.
The campaign ran across Instagram and Facebook and was targeted to migrants living in Germany from 5 key countries: Nigeria, The Gambia, Ghana, Pakistan, and Iraq.
IOM Germany, Federal Office for Migration and Refugees (BAMF), Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), Social Impact
Art Direction, Graphic Design, Animation
When writing the advertising copy, I strived to reach a balance between aspirational messaging and realistic, achievable goals, so as to avoid alienating individuals with limited experience in starting a business.
Three visual styles were produced for the campaign, with each style focusing on a different theme. The adverts combined dynamic imagery with the distinctive pink colour from the StartHope@Home branding and high impact typography.
