Case Study
Case Study
Overview
Sustainable Cayman is a non-profit environmental organization dedicated to protecting the Cayman Islands' natural resources through education and advocacy. Ahead of a national referendum on the proposed cruise berthing project, the organization launched a month-long public awareness campaign urging citizens to vote against the proposal.
Overview
Sustainable Cayman is a non-profit environmental organization dedicated to protecting the Cayman Islands' natural resources through education and advocacy. Ahead of a national referendum on the proposed cruise berthing project, the organization launched a month-long public awareness campaign urging citizens to vote against the proposal.
Challenge
The campaign needed to make a complex environmental and civic issue accessible to a diverse target audience with varying levels of political interest and understanding. The challenge was to educate without overwhelming, sustain engagement throughout the month-long campaign, and keep the issue top of mind leading up to referendum day. This required a strategic mix of content formats and messaging that could simplify the issue, maintain public interest, and ultimately motivate the public to take action.
My role
Social media strategy
Campaign messaging & copywriting
Social media content design
Print design
STRATEGY
CONTENT STRATEGY
The campaign was developed as a progressive journey, first simplifying the referendum and building awareness, then introducing its potential environmental, economic, and community impacts before moving audiences toward action. Content was intentionally varied across educational graphics, photography, reels, and infographics to sustain engagement throughout the month-long campaign and reach audiences with different preferences and levels of understanding.
CREATIVE DIRECTION
Using the client’s existing campaign identity as the foundation, I developed a cohesive visual system across digital, print, and outdoor touchpoints. The guiding principle was speed of comprehension, ensuring key messages could be understood at a glance, even in fast-moving environments like social media feeds and outdoor advertising. I used strong visual hierarchy, concise copy, generous white space, and bold, focused layouts to make complex information immediately accessible.
Deliverables
DIGITAL
Campaign strategy & calendar
Campaign Copywriting
Meta feed posts (IG, FB, Whatsapp)
Reels
Social media banners
Rack card
Posters
Newspaper advertisements
Fence banners
Newspaper Strip Ads Translating campaign messaging into bold, high-impact print.
Social media posts across Instagram, Facebook, and WhatsApp reached over 30K local users.
Leveraging emotion, music, and dramatic visuals to create a stronger audience connection.
This Reel reached over 27K views and 300+ likes.
Takeaway
“Cayman Has Spoken: A Victory for Our People, Our Reefs, Our Future
Today, Caymanians across all three Islands stood tall and chose to protect what makes this country special. The majority have voted NO to cruise berthing infrastructure.”
This project reinforced the importance of combining research, strategic communication, and visual design when addressing complex public issues. It challenged me to think beyond creating attractive graphics and instead focus on building a campaign that progressively educated, engaged, and motivated people to take action. It also strengthened my ability to communicate nuanced topics in ways that felt clear, approachable, and emotionally relevant to diverse audiences.