Kaitlyn Goetz
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World Wildlife Fund | Screaming 4 Spiders

The Ask: Create an integrated campaign to raise awareness for the threatened arachnid population to aid in future prevention.

The Goal: Have the target audience think twice about killing or hating spiders. 

The Result: Changed how my classmates viewed spiders. 

The Tools: After Effects, InDesign, Photoshop

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 Spiders are an important part of our ecosystem. They keep countless numbers of pests in check around homes, forests, and grasslands. Without them, disease would spread substantially and we wouldn’t have crops.

Spiders are an important part of our ecosystem. They keep countless numbers of pests in check around homes, forests, and grasslands. Without them, disease would spread substantially and we wouldn’t have crops.

 Sadly, nearly 30.5 % of the population suffers from Arachnophobia. It’s natural for us to be frightened by the eight-legged creatures, but we need to change the way we think of them before it’s too late.

Sadly, nearly 30.5 % of the population suffers from Arachnophobia. It’s natural for us to be frightened by the eight-legged creatures, but we need to change the way we think of them before it’s too late.

 After using up many post-it notes and spending weeks trying to figure out how to make people have empathy for spiders, I realized I wasn’t being truthful.  I was about to give up until I wrote down my ah-huh moment that fit on a single post-it note...

After using up many post-it notes and spending weeks trying to figure out how to make people have empathy for spiders, I realized I wasn’t being truthful.

I was about to give up until I wrote down my ah-huh moment that fit on a single post-it note...

  Let's face it. Spiders are f***ing scary... But we need them.

Let's face it. Spiders are f***ing scary... But we need them.

In order to spread awareness of their importance, I created a campaign that is shareable and relatable amongst the younger target audience.

 Guerilla print advertising, that doesn't fit within WWF's usual style, was created to get the younger target audience asking questions.

Guerilla print advertising, that doesn't fit within WWF's usual style, was created to get the younger target audience asking questions.

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 Interactive print advertisements that motivate the audience to go and scare family and friends are then placed around neighborhoods and schools.

Interactive print advertisements that motivate the audience to go and scare family and friends are then placed around neighborhoods and schools.

 They can remove stickers of various house spiders, with informative data on the backs, and are encouraged to go out and share some shrieks. When they tag and share their experience, WWF donates to the arachnid conservation.

They can remove stickers of various house spiders, with informative data on the backs, and are encouraged to go out and share some shrieks. When they tag and share their experience, WWF donates to the arachnid conservation.

 The World Wildlife Fund can then share some of the best reactions of individuals on their social media. 

The World Wildlife Fund can then share some of the best reactions of individuals on their social media. 

 All parts of the campaign will lead the audience to the website where they can learn more about arachnids and their conservation.

All parts of the campaign will lead the audience to the website where they can learn more about arachnids and their conservation.

 Using various social media outlets, Screaming 4 Spiders allows the audience to spread knowledge and awareness in a fun and spooky way.

Using various social media outlets, Screaming 4 Spiders allows the audience to spread knowledge and awareness in a fun and spooky way.

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