Context

Overview 💬

For this project, we explored using targeted messaging in order to persuade users to get the Covid-19 vaccine on an existing online platform. I was able to achieve this by using a different mode of persuasion: ethos, logos, and pathos. I took inspiration from an existing public health organization as a source of authority and credibility in order to persuade users to get the vaccine.

Persona  

Discovering our target user 🤔

I first started off by introducing our target user that is to be persuaded. Jennifer Lee is a 22 year old college student studying Animation at Sheridan College. Due to the pandemic, she studies at home and has an introverted personality.

To sum it up...

Jennifer believes that the virus won't easily affect her because she studies at home and is not in the demographic group that's at the risk of contradicting covid. She doesn't know the importance of getting vaccinated because she considers herself very introverted and rarely goes out - so she thinks she won't be at risk.

Empathy Mapping

Unveiling User Thoughts and Behaviours 💭

Following the persona and Jennifer's characteristics, I created an empathy map to understand the user's thoughts, behaviours, and pain points. This helped me shape the ads by understanding why it's crucial for users to get vaccinated for the Covid-19 vaccine.  

Initial Draft

Drafting the initial concepts ✏️

I chose my ads to be displayed on Instagram since my target audience would most likely go on the platform to seek information.

Final Designs

Persuading users to get the vaccine using Ethos, Logos, Pathos

Ethos ✍🏻

• Ethos focuses on using authority and credibility as a source to persuade users to get the vaccine
• Many worries and uncertainties may arise on whether the vaccine is reliable or not, so having the information come from a credible source may help ease some of those worries
• In my persona's case, she's been concerned about the side effects until she gets more information, so this ad would help her make the decision of getting vaccinated.

Logos 📊

• Logos focuses on using statistics and logic in order to persuade by an effective and logical appeal through statistics and facts.  
• There may be many users that are unaware of the importance of getting vaccinated, thus based on real facts and statistics would convince them further.
• A pie chart was created to show the demographic characteristics of getting covid is the highest among young adults.
  

Pathos 🥲

• Pathos focuses on using emotional appeal through the concept of family and loved ones and invokes the senses, memory, and nostalgia.
• In Jennifer's case, she has always remained curious about the vaccine and whether it'll be beneficial for her family, so she wants to get the vaccine to protect them.   
• The visual style of this ad includes images with the information to make it look more informational and credible
  
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Reflection

Lessons Learned 💡

Drawing inspiration from online sources

I took a lot of inspiration from online sources, but mainly got inspired by the visual styles seen on Instagram and Behance. It prompted me to explore abstract compositions, bold colour palettes, and innovative typography which encouraged me to experiment into my own design approach.  

Understanding rhetoric impact

Throughout the project, I had to research modes of persuasion (ethos, logos, pathos) in order to create ads that would persuade users. Testing different rhetorical strategies and gathering feedback was critical to refining my approach and creating the designs.