In today’s society, there are many controversial issues that need to be acknowledged, but people are always more willing to voice their opinions over the internet. The conversation needs to go beyond social media and get people to want to make a difference. The challenge is to put paper at the heart of the campaign, reminding digital customers of the power of paper. Instagram will get people in Philadelphia and corresponding cities to start or join the conversation outside of just being on social media.
Young Millennials → ages 18-24
People who live in Philadelphia, PA (urban)
People who like their voice heard (very opinionated)
Up-to-date or concerned with current & controversial issues
DRIVING BRAND IDEA
Instagram is the new twitter.