This project was created for the unit The Craft of Creative Communication at the University of Canberra. The creative brief was to attract new residents to live in the town of Coonamble, NSW. The deliverables were 3 social media ad variations based on the same big idea and an outdoor ad to create an integrated campaign.

Coonamble is a country town located in rural New South Wales, approximately 520km from Sydney. Following a rough drought season, and the following economic downturn, young people are leaving the town. This is having a large effect on the town’s population, expected to shrink over coming years.

In devising the campaign, I refined the brief to allow for a targeted approach: To reinvigorate the town of Coonamble by encouraging young working age Australians to seek a change of environment and become part of the vibrant, tight-knit community of Coonamble. This then sparked the idea of using the campaign to highlight pain points that come with living in the city, and the new flexibility many have in their living and working arrangements following the COVID-19 pandemic. The outdoor ads use the same concept at the social media ads, however are designed to be placed in locations that are particularly relevant to the scenario presented in order to resonate with the target publics.