#Shine A Light

#Shine A Light

Year

Year

Year

Year

2022

2022

2022

2022

Overview

Creating a campaign that raises awareness and drives actionable change towards victims of modern slavery in New Zealand.

Team | Split Shift Studio

Eilish Neal | Team Leader

Scarlett Kang | Graphic Designer

Mehmet Gultekin | Motion Designer

Jules Castillon | Motion Designer

Jayme Ducommun | UX/UI Designer

Contributors

Gary Shaw

Cam Bower

Media Design School Lecturers

Jocelyn Janon

Tammie Leong

William Kusuma

Don Chooi

Jim Murray

My Role

UX Researcher | UI Designer | Front-end Developer

The Problem

Modern slavery is a hidden crime that exists within many of Aotearoa’s most successful industries, affecting every single one of us and underpins much of the success our country celebrates. In 2021, it was estimated that around 8,000 people were living in slavery in Aotearoa, with the majority being vulnerable migrants, lured to our shores by false promises of a better life for themselves and their families. The problem is, most of our population doesn’t even know this kind of exploitation exists, and are unaware it is often happening in plain sight.

Our challenge was to design a campaign that would promote awareness around Modern Slavery in Aotearoa and inspire an audience to take action-taking measures to combat and challenge its existence.

Process

wEBSITE cOMPONENTS

As part of our solution in promoting awareness and allowing the audience to have information ready to combat against modern slavery, the website needed to follow specific criteria, such as:

USER-JOURNEY

Clear user-journey towards Campaign video, Become an ally and information on the subject without overwhelming the user.

01

NAVIGATION

[Get Help] accessible at all times through-out navigating the website in-case of emergencies or the user needs advice.

02

LAYOUT

One-page layout to minimize loosing retention when navigating the site. All information is located on one page.

03

LANGUAGE

Language translations available at all times due to target audience not always having English as their first language.

04

INFORMATION

Information broken down into bite-size pieces as to not overwhelm the user.

05

VISUALS

Visuals complimentary to the campaign video scattered through out the site, GIF and movement of IMG for visual retention.

06

CONTAGION

Downloadable and shareable content for campaign reach easily available, customizable and pre-translated.

07

MOBILE

Mobile-first design, complimentary to the OOH advertising.

08

HOPE

As Modern-Slavery is a complex and heavy subject, we wanted users to come away from the website with hope and actionable advice, rather than left with feeling hopeless. Flow of content follows this principal.

09

USER-JOURNEY

Clear user-journey towards Campaign video, Become an ally and information on the subject without overwhelming the user.

01

NAVIGATION

[Get Help] accessible at all times through-out navigating the website in-case of emergencies or the user needs advice.

02

LAYOUT

One-page layout to minimize loosing retention when navigating the site. All information is located on one page.

03

LANGUAGE

Language translations available at all times due to target audience not always having English as their first language.

04

INFORMATION

Information broken down into bite-size pieces as to not overwhelm the user.

05

VISUALS

Visuals complimentary to the campaign video scattered through out the site, GIF and movement of IMG for visual retention.

06

CONTAGION

Downloadable and shareable content for campaign reach easily available, customizable and pre-translated.

07

MOBILE

Mobile-first design, complimentary to the OOH advertising.

08

HOPE

As Modern-Slavery is a complex and heavy subject, we wanted users to come away from the website with hope and actionable advice, rather than left with feeling hopeless. Flow of content follows this principal.

09

USER-JOURNEY

Clear user-journey towards Campaign video, Become an ally and information on the subject without overwhelming the user.

01

NAVIGATION

[Get Help] accessible at all times through-out navigating the website in-case of emergencies or the user needs advice.

02

LAYOUT

One-page layout to minimize loosing retention when navigating the site. All information is located on one page.

03

LANGUAGE

Language translations available at all times due to target audience not always having English as their first language.

04

INFORMATION

Information broken down into bite-size pieces as to not overwhelm the user.

05

VISUALS

Visuals complimentary to the campaign video scattered through out the site, GIF and movement of IMG for visual retention.

06

CONTAGION

Downloadable and shareable content for campaign reach easily available, customizable and pre-translated.

07

MOBILE

Mobile-first design, complimentary to the OOH advertising.

08

HOPE

As Modern-Slavery is a complex and heavy subject, we wanted users to come away from the website with hope and actionable advice, rather than left with feeling hopeless. Flow of content follows this principal.

09

USER-JOURNEY

Clear user-journey towards Campaign video, Become an ally and information on the subject without overwhelming the user.

01

NAVIGATION

[Get Help] accessible at all times through-out navigating the website in-case of emergencies or the user needs advice.

02

LAYOUT

One-page layout to minimize loosing retention when navigating the site. All information is located on one page.

03

LANGUAGE

Language translations available at all times due to target audience not always having English as their first language.

04

INFORMATION

Information broken down into bite-size pieces as to not overwhelm the user.

05

VISUALS

Visuals complimentary to the campaign video scattered through out the site, GIF and movement of IMG for visual retention.

06

CONTAGION

Downloadable and shareable content for campaign reach easily available, customizable and pre-translated.

07

MOBILE

Mobile-first design, complimentary to the OOH advertising.

08

HOPE

As Modern-Slavery is a complex and heavy subject, we wanted users to come away from the website with hope and actionable advice, rather than left with feeling hopeless. Flow of content follows this principal.

09

Collaboration

Being such a complex and hidden problem, we sought out New Zealand modern slavery specialist Gary Shaw and migrant exploitation investigator Cam Bower. With this collaboration, we were able to ideate and execute a realistic campaign outcome.

Gary Shaw (Left) and Cam Bower (Right).

User Testing and
Development

Through-out prototyping the website, user-testing was an essential part of development. Not only to observe the user-journey and their thought-process when interacting with the website, but to also receive feedback for the branding, visual design and copywriting.

Final Result

By rallying together communities of fellow migrants who recognise exploitation, and can communicate with and support victims, we have the ability to ensure that every individual who is residing in this country has a fair chance. We pride ourselves on being the land of freedom, opportunity and growth, but as modern slavery specialist, Gary Shaw rightly asks, "If our trade, prosperity and growth is built on the backs of people in slavery, what kind of "success" are we celebrating in New Zealand?”.

This campaign harnesses the power of awareness and education to build a community who not only recognises the signs of migrant exploitation but are driven to take meaningful action by standing alongside victims, amplifying their voices, and holding exploitative employers accountable. Because true progress isn’t measured by economic growth alone, it’s defined by the dignity, freedom, and fairness we extend to every person who calls this country home.

Website Walkthrough

Campaign Walkthrough