Alina Danilyuk

03 ShutOut

Advertising
2021
An inspirational consecutive advertising program that begins with a teaser and then slowly builds over the course of the 30 days of November and, on the 1st of December, a full-out call to action piece drives home the need for regular donors.Outline: The Movember Movement claims to be the leading charity changing the face of men’s health. The Movember Movement tackles some of the biggest health issues faced by men: prostate cancer, testicular cancer, and mental health and suicide prevention.Financial benefactors faced with a growing number of public health issues competing for funds, and because citizens are generally more concerned with avoiding contracting the extremely infectious disease that is the Novel Corona Virus and not other preventative health measures, there is a worry that the energy of the Movember movement may diminish.Client: Movember.com.

“We excluded them for too long, so we are here to change the face of men’s health #includeyourself.”

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“Every Movember, our community of Mo Bros and Mo Sistas are doing what they do best. Growing Mo’s. Moving throughout the month. Hosting Mo-ments.” Source: https://ca.movember.com/?home.
“Every Movember, our community of Mo Bros and Mo Sistas are doing what they do best. Growing Mo’s. Moving throughout the month. Hosting Mo-ments.” Source: https://ca.movember.com/?home.
ShutOut - timeline
ShutOut - timeline
STAGE 1 Awareness: in stage one we are introducing the ShutOut club. Promoting it throughout the city. Bus shelter ads read: “Coming soon. ShutOut. Read carefully.”
STAGE 1 Awareness: in stage one we are introducing the ShutOut club. Promoting it throughout the city. Bus shelter ads read: “Coming soon. ShutOut. Read carefully.”
STAGE 1 Awareness: in stage one we are introducing the ShutOut club. Promoting it throughout the city. Bus shelter ads read: “Coming soon. ShutOut. Read carefully.”
STAGE 1 Awareness: in stage one we are introducing the ShutOut club. Promoting it throughout the city. Bus shelter ads read: “Coming soon. ShutOut. Read carefully.”
STAGE 1 Awareness. In stage one we are introducing the ShutOut club. Promoting it throughout the city. Billboard reads: “ShutOut. By invitation only club.”
STAGE 1 Awareness. In stage one we are introducing the ShutOut club. Promoting it throughout the city. Billboard reads: “ShutOut. By invitation only club.”
STAGE 1 Awareness. Signage example.
STAGE 1 Awareness. Signage example.
STAGE 1 We are also introducing a series of billboards and posters with clues. Billboard reads: “When was the last time you listened to the radio? CBC Radio One - is the one I trust.”
STAGE 1 We are also introducing a series of billboards and posters with clues. Billboard reads: “When was the last time you listened to the radio? CBC Radio One - is the one I trust.”
STAGE 1 We are also introducing a series of billboards and posters with clues. Poster reads: “Does the TTC voice sound different in the morning or is it just me? 11:11am to be exact.”
STAGE 1 We are also introducing a series of billboards and posters with clues. Poster reads: “Does the TTC voice sound different in the morning or is it just me? 11:11am to be exact.”
STAGE 1 Youtube ads: “ShutOut. Coming soon.”
STAGE 1 Youtube ads: “ShutOut. Coming soon.”
STAGE 1 The link will bring up a page with an impossible captcha.
STAGE 1 The link will bring up a page with an impossible captcha.
STAGE 1 The raffle. Announcements on the radio and public transit: “Text SHUTOUT to 1-800-111-2121 to enter the raffle.”
STAGE 1 The raffle. Announcements on the radio and public transit: “Text SHUTOUT to 1-800-111-2121 to enter the raffle.”
STAGE 1 At the same time we are releasing a new series of poster 11/11/21, that is when the results will be announced. Moreover, we are introducing the #getexcluded which will lead to the impossible captcha.
STAGE 1 At the same time we are releasing a new series of poster 11/11/21, that is when the results will be announced. Moreover, we are introducing the #getexcluded which will lead to the impossible captcha.
STAGE 1 On 11/11/21 at 11:11 everyone who entered the raffle will get a text-message. If the link for some reason doesn’t work or they try to message back, they will get a generic reply: “Apologies, we are experiencing a high-volume of requests at the moment. Please, try again later.”
STAGE 1 On 11/11/21 at 11:11 everyone who entered the raffle will get a text-message. If the link for some reason doesn’t work or they try to message back, they will get a generic reply: “Apologies, we are experiencing a high-volume of requests at the moment. Please, try again later.”
STAGE 2 At this point we are releasing a new set of banners and posters “Join waitlist”. the QR-code leads to the waitlist sign up page.
STAGE 2 At this point we are releasing a new set of banners and posters “Join waitlist”. the QR-code leads to the waitlist sign up page.
STAGE 2 Fake trains and street cars with ShutOut branding for members-only.
STAGE 2 Fake trains and street cars with ShutOut branding for members-only.
STAGE 2 Instagram page will be private and won’t accept any requests. Paid ads for Instagram stories. Getting published in NarcityCanada.
STAGE 2 Instagram page will be private and won’t accept any requests. Paid ads for Instagram stories. Getting published in NarcityCanada.
STAGE 3 People will be able to sign up for the waitlist. Once they signed up, they will see how many people are in front of them. There is also an option to move up by sharing the link. View prototype here: https://www.figma.com/proto/qJYu9ll2sxFecphkrOYia9/ADVR3002-ShutOut?page-id=15%3A1959&node-id=37-1147&viewport=241%2C48%2C0.26&scaling=scale-down&starting-point-node-id=37%3A1147&show-proto-sidebar=1
STAGE 3 People will be able to sign up for the waitlist. Once they signed up, they will see how many people are in front of them. There is also an option to move up by sharing the link. View prototype here: https://www.figma.com/proto/qJYu9ll2sxFecphkrOYia9/ADVR3002-ShutOut?page-id=15%3A1959&node-id=37-1147&viewport=241%2C48%2C0.26&scaling=scale-down&starting-point-node-id=37%3A1147&show-proto-sidebar=1
STAGE 3 They won’t be on the list for too long. Once they reach the 0, they will be invited to join.
STAGE 3 They won’t be on the list for too long. Once they reach the 0, they will be invited to join.
STAGE 3 Finally, they will be redirected to movember.com where they can donate, read more about the organization and purchase merch that supports #includeyourself. View prototype here: https://www.figma.com/proto/qJYu9ll2sxFecphkrOYia9/ADVR3002-ShutOut?page-id=15%3A1959&node-id=37-408&viewport=241%2C48%2C0.26&scaling=scale-down&starting-point-node-id=37%3A408&show-proto-sidebar=1
STAGE 3 Finally, they will be redirected to movember.com where they can donate, read more about the organization and purchase merch that supports #includeyourself. View prototype here: https://www.figma.com/proto/qJYu9ll2sxFecphkrOYia9/ADVR3002-ShutOut?page-id=15%3A1959&node-id=37-408&viewport=241%2C48%2C0.26&scaling=scale-down&starting-point-node-id=37%3A408&show-proto-sidebar=1
STAGE 3 On movember.com Include yourself will be placed under Support us tab in the main nav (in addition to the banner in the carousel).
STAGE 3 On movember.com Include yourself will be placed under Support us tab in the main nav (in addition to the banner in the carousel).
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2022, Students Awards Competition - ShutOut Campaign
Applied Arts

Work by

Alina Danilyuk

Advertising

“I use technology to tell a human truth.”