The Community Impact Campaign
Amera-Rime Lulu
Tech and Design
COMD 2400 Communication Design 2
Activity Description: Provide a brief description of the activity
Project Goal:
Students work in groups of three to identify a local community problem or partner with a non-profit to advocate for change.
The Process:
Students visit a specific location in their community to document a community problem via photography and fill out a creative brief on how they will advocate for this problem
Creative Execution:
Students develop a cohesive campaign including posters, billboards, and sustainable merchandise (ex. T-shirts) to advocate for the issue.
Learning Goals: What do you aim to achieve with this activity?
Core Competency: Integrative Learning—bridging field research (social reality) with design execution (creative skill sets).
Course Objective: To introduce creative strategy and divergent thinking to solve complex social and business problems.
Timing: At what point in the lesson or semester do you use this activity? How much classroom time do you devote to it? How much out-of-class time is expected?
This activity served as the final project for the course and occupied the final month of the semester. It kicks off right after Spring Break on Tuesday, April 14th, and culminates in the final presentations on Tuesday, May 26th.
Placing it at the end of the term ensured that students have already mastered core design principles, software basics, and conceptual thinking before they are asked to execute a full, multi-touchpoint campaign.
Over this 6-week period, a substantial portion of each class session is dedicated to the project.
* Total Class Sessions: ~12 sessions (assuming a twice-a-week schedule).
* In-Class Structure: Class time is split between brief lectures on campaign strategy/sustainable design, peer critiques, and structured workshop time.
* Instructor Milestones: Specific studio days are locked in for creative brief reviews, initial layout crits, and pre-flight checks for the merchandise and poster mockups.
Because this project involved fieldwork and high-fidelity asset creation, the out-of-class expectations where rigorous, averaging 4–6 hours per week per student. This time is divided into distinct phases:
Phase 1: Research & Briefing (Week 1-2) Group coordination, visiting the local community site to document the issue via photography, and collaborating on the creative brief.
Phase 2: Execution & Asset Creation (Weeks 3-5)Individual asset design (typesetting posters, building billboard layouts, and sourcing sustainable merchandise templates).
Phase 3: Production & Pitch Prep (Week 6) Finalizing the cohesive campaign presentation deck and rehearsing the group pitch for the final presentation on May 26th.
Logistics: What preparation is needed for this activity? What instructions do you give students? Is the activity low-stakes, high-stakes, or something else?
To prepare for the April 14th launch, my backend prep focuses on establishing the core infrastructure: setting up shared Dropbox folders, publishing our custom presentation outline template on OpenLab, and curating a solid bank of clean design templates (billboards, tote bags, and apparel) so students can focus on visual strategy rather than hunting for assets. Because this project is multi-layered, I intentionally build strict interim milestones into our schedule—forcing early deadlines for site photography and creative briefs—to keep our design trios moving smoothly toward our May 26th deadline.
When I pitch this to the class, I frame it as a professional creative agency challenge rather than a typical classroom assignment. My instructions are explicit: "Form your groups of three, instantly delegate roles based on your strengths, and get out into the community to document a real problem." I push them to look beyond making "pretty things" and to map out a clear community user journey—ensuring that their social assets, OOH posters, and sustainable merchandise function as a single, cohesive visual identity system that drives measurable advocacy. I remind them that their final delivery is a high-fidelity, live team pitch accompanied by a beautifully formatted PDF presentation deck uploaded to Dropbox, where every member has an equal voice.
Because this project serves as the definitive final project for the class that synthesizes everything we’ve covered all semester—from complex visual hierarchy to target audience strategy—it is a high-stakes assessment. It accounts for a major portion of their final grade because it assesses their readiness for the industry and requires them to produce a comprehensive, integrated portfolio piece. To respect those high stakes, my assessment criteria don't just look at execution in a vacuum; the rubric explicitly grades them on creative innovation, strategic alignment, seamless visual cohesion across all channels, and the vital professional soft skills of collaboration and presentation delivery.
Assessment: How do you assess this activity? What assessment measures do you use? Do you use a VALUE rubric? If not, how did you develop your rubric? Is your course part of the college-wide general education assessment initiative?
I developed our project rubric by adapting those exact institutional standards—specifically drawing from the Teamwork, Creative Thinking, and Oral Communication VALUE Rubrics—and blending them with industry-standard design agency expectations.
Because this is a multi-channel advocacy campaign, I grade the project across five core pillars, balancing technical execution, strategy, and professional soft skills:
* Strategic Alignment: How well does the campaign strategy align with the core community problem and the target audience identified in the Phase 1 Creative Brief?
* Creativity and Innovation: The originality, visual impact, and conceptual strength of the overall integrated campaign concept.
* Integration and Cohesion: The seamless continuity of the visual identity system. The social media posts, large-scale OOH billboards/posters, and sustainable merchandise must feel like they belong to the exact same brand experience.
* Collaboration and Teamwork: Peer and instructor evaluations of how effectively the trio collaborated, communicated, and equitably shared the out-of-class production workload.
* Presentation Skills: The clarity, persuasiveness, and professionalism displayed during the live team pitch, ensuring all members contribute equally.
Reflection: How well did this activity work in your classroom? Would you repeat it? Why or why not? What challenges did you encounter, and how did you address them? What, if anything, would you change? What did students seem to enjoy about the activity?
Looking back at how this final month played out, this final campaign was an incredibly rewarding experience. Seeing my students realize that design isn’t just about making commercial assets, but a powerful tool for civic engagement and social good, was the absolute highlight of the semester.
I would absolutely repeat this project. It worked exceptionally well because it gave students a profound sense of purpose. By stepping out of the classroom and onto the streets of New York to document real-world issues firsthand, they weren’t just working for a grade—they were working for their communities.
Students genuinely loved the ownership and creative freedom this project offered. They thrived on building a cohesive visual identity across multiple touchpoints, and they were incredibly proud to showcase how their creative thinking could spark measurable change. Watching them work together to deliver their final pitches / Presentation with genuine passion proved that connecting design theory to local advocacy completely shifts their investment in the work.
Since City Tech is a commuter campus, coordinating 5 to 7 hours of weekly out-of-class collaboration in trios was tough. Some groups struggled to schedule site visits or distribute the production workload equitably.
I addressed it by requiring an explicit role-delegation sheet during the Phase 1 Creative Brief phase. We also utilized our OpenLab digital space and dedicated significant portions of our weekly class sessions to internal group workshops, minimizing the scheduling friction.
Additional Information: Please share any additional comments and further documentation of the activity – e.g. assignment instructions, rubrics, examples of student work, etc. These can be links to pages or posts on the OpenLab.
Link to Students' final project work https://www.dropbox.com/scl/fo/vasp2oeo8c9noyyacxh8m/AOYkkjozMmIRcMcspqWdtDE?rlkey=x7gl3csayingxkn20jkor8fcx&st=yivsdeh0&dl=0
Please share a helpful link to a pages or post on the OpenLab
