Digital Marketing — Social Media
Digital Marketing — Social Media
Hana: Bridging Culture & STEM Professions
Hana: Bridging Culture & STEM Professions
Representation of Cultural Practices and Traditions Through Design and Media
Representation of Cultural Practices and Traditions Through Design and Media
(1) 2023 Bronze College Division–Online/Interactive (2) Eleven 17 Creative Best of Social Media Judges Pick
(1) 2023 Bronze College Division–Online/Interactive (2) Eleven 17 Creative Best of Social Media Judges Pick
Digital Marketing — Social Media
Hana: Bridging Culture & STEM Professions
Representation of Cultural Practices and Traditions Through Design and Media
(1) 2023 Bronze College Division–Online/Interactive (2) Eleven 17 Creative Best of Social Media Judges Pick
This project involved researching and designing a social media campaign to celebrate and highlight Native Hawaiian culture and their contributions to STEM (Science, Technology, Engineering, and Mathematics) professions. The campaign aimed to inspire connection between cultural identity and modern scientific achievements, fostering inclusiveness and diversity within STEM fields.
Objectives and Goals
Problem Addressed
Native Hawaiian cultural practices and traditions are underrepresented in STEM fields, leading to a disconnection from cultural identity and limited diversity.
Native Hawaiian cultural practices and traditions are underrepresented in STEM fields, leading to a disconnection from cultural identity and limited diversity.
Primary Goals
(1) To create a visually engaging and educational social media campaign showcasing Native Hawaiian cultural ties to STEM. (2) To inspire pride in cultural identity while emphasizing the relevance of Native Hawaiian contributions to modern science and technology. (3) To foster diversity and inclusiveness within STEM fields by highlighting role models and success stories.
(1) To create a visually engaging and educational social media campaign showcasing Native Hawaiian cultural ties to STEM. (2) To inspire pride in cultural identity while emphasizing the relevance of Native Hawaiian contributions to modern science and technology. (3) To foster diversity and inclusiveness within STEM fields by highlighting role models and success stories.
Unique Objective
To blend cultural storytelling with modern design and media strategies, creating a campaign that resonates with both cultural and professional audiences.
To blend cultural storytelling with modern design and media strategies, creating a campaign that resonates with both cultural and professional audiences.
Research & Insights
Target Audience
Native Hawaiian students and professionals in STEM, educators, and the general public interested in cultural representation in science and technology.
Native Hawaiian students and professionals in STEM, educators, and the general public interested in cultural representation in science and technology.
Research Approach
The campaign was informed by interviews with Native Hawaiian STEM professionals, an analysis of social media trends, and research into the historical and cultural significance of Native Hawaiian scientific practices (e.g., celestial navigation, environmental sustainability).
The campaign was informed by interviews with Native Hawaiian STEM professionals, an analysis of social media trends, and research into the historical and cultural significance of Native Hawaiian scientific practices (e.g., celestial navigation, environmental sustainability).
Key Insights
(1) Researching and blending frameworks in both 'Ōiwi and Western mindsets create a blend of thinking on a level that resonate with wider audiences. (2) Visual representation of cultural practices in STEM fosters a sense of pride and connection for Native Hawaiian individuals. (3) Social media platforms are powerful tools for storytelling and can effectively reach younger audiences.
(1) Researching and blending frameworks in both 'Ōiwi and Western mindsets create a blend of thinking on a level that resonate with wider audiences. (2) Visual representation of cultural practices in STEM fosters a sense of pride and connection for Native Hawaiian individuals. (3) Social media platforms are powerful tools for storytelling and can effectively reach younger audiences.
Design Process
Ideation + Content Development
Brainstorming sessions focused on how to visually represent the intersection of culture and STEM. Initial ideas included the use of cultural motifs (e.g., kapa patterns, traditional navigation symbols) alongside modern STEM imagery. Key content themes included highlighting Native Hawaiian pioneers in STEM, showcasing traditional practices with scientific parallels, and promoting STEM education for younger generations.
Brainstorming sessions focused on how to visually represent the intersection of culture and STEM. Initial ideas included the use of cultural motifs (e.g., kapa patterns, traditional navigation symbols) alongside modern STEM imagery. Key content themes included highlighting Native Hawaiian pioneers in STEM, showcasing traditional practices with scientific parallels, and promoting STEM education for younger generations.
Campaign Assets
Designs included a mix of illustrations and static graphics in the form of carousel style post to engage users across platforms. Messaging emphasized cultural pride, achievements, and the importance of diversity in STEM.
Designs included a mix of illustrations and static graphics in the form of carousel style post to engage users across platforms. Messaging emphasized cultural pride, achievements, and the importance of diversity in STEM.
Iterative Design
User feedback during early rollout informed adjustments in design language and content focus, ensuring authenticity and relevance.
User feedback during early rollout informed adjustments in design language and content focus, ensuring authenticity and relevance.
Challenges & Solutions
Challenge
Balancing cultural representation with modern STEM imagery to create a campaign that felt authentic and inclusive.
Balancing cultural representation with modern STEM imagery to create a campaign that felt authentic and inclusive.
Solution
A design approach that integrated Native Hawaiian motifs with STEM visuals ensured the campaign honored cultural practices while highlighting scientific achievements. Educational captions provided context, bridging the gap between traditional knowledge and modern applications.
A design approach that integrated Native Hawaiian motifs with STEM visuals ensured the campaign honored cultural practices while highlighting scientific achievements. Educational captions provided context, bridging the gap between traditional knowledge and modern applications.
Final Design & Outcomes
Final Product:
The Hana: Bridging Culture & STEM Professions social media campaign successfully combined cultural storytelling with modern design to highlight Native Hawaiian contributions to STEM. The campaign featured visually engaging graphics, videos, and interactive stories that celebrated achievements, traditions, and the importance of diversity in science.
The Hana: Bridging Culture & STEM Professions social media campaign successfully combined cultural storytelling with modern design to highlight Native Hawaiian contributions to STEM. The campaign featured visually engaging graphics, videos, and interactive stories that celebrated achievements, traditions, and the importance of diversity in science.
Reflection
This project highlighted the power of social media in bridging cultural identity and professional aspirations. It reinforced the importance of authentic representation and storytelling in fostering pride, diversity, and inclusiveness within STEM fields.
This project highlighted the power of social media in bridging cultural identity and professional aspirations. It reinforced the importance of authentic representation and storytelling in fostering pride, diversity, and inclusiveness within STEM fields.
Impact & Success Metrics
The campaign achieved strong engagement metrics, including increased followers, shares, and positive feedback from Native Hawaiian communities and educators. Success was measured by reach, user interaction, and anecdotal stories of individuals inspired to pursue STEM while staying connected to their cultural roots.
The campaign achieved strong engagement metrics, including increased followers, shares, and positive feedback from Native Hawaiian communities and educators. Success was measured by reach, user interaction, and anecdotal stories of individuals inspired to pursue STEM while staying connected to their cultural roots.
This project involved researching and designing a social media campaign to celebrate and highlight Native Hawaiian culture and their contributions to STEM (Science, Technology, Engineering, and Mathematics) professions. The campaign aimed to inspire connection between cultural identity and modern scientific achievements, fostering inclusiveness and diversity within STEM fields.
Objectives and Goals
Problem Addressed
Native Hawaiian cultural practices and traditions are underrepresented in STEM fields, leading to a disconnection from cultural identity and limited diversity.
Primary Goals
(1) To create a visually engaging and educational social media campaign showcasing Native Hawaiian cultural ties to STEM. (2) To inspire pride in cultural identity while emphasizing the relevance of Native Hawaiian contributions to modern science and technology. (3) To foster diversity and inclusiveness within STEM fields by highlighting role models and success stories.
Unique Objective
To blend cultural storytelling with modern design and media strategies, creating a campaign that resonates with both cultural and professional audiences.
Research & Insights
Target Audience
Native Hawaiian students and professionals in STEM, educators, and the general public interested in cultural representation in science and technology.
Research Approach
The campaign was informed by interviews with Native Hawaiian STEM professionals, an analysis of social media trends, and research into the historical and cultural significance of Native Hawaiian scientific practices (e.g., celestial navigation, environmental sustainability).
Key Insights
(1) Researching and blending frameworks in both 'Ōiwi and Western mindsets create a blend of thinking on a level that resonate with wider audiences. (2) Visual representation of cultural practices in STEM fosters a sense of pride and connection for Native Hawaiian individuals. (3) Social media platforms are powerful tools for storytelling and can effectively reach younger audiences.
Design Process
Ideation + Content Development
Brainstorming sessions focused on how to visually represent the intersection of culture and STEM. Initial ideas included the use of cultural motifs (e.g., kapa patterns, traditional navigation symbols) alongside modern STEM imagery. Key content themes included highlighting Native Hawaiian pioneers in STEM, showcasing traditional practices with scientific parallels, and promoting STEM education for younger generations.
Campaign Assets
Designs included a mix of illustrations and static graphics in the form of carousel style post to engage users across platforms. Messaging emphasized cultural pride, achievements, and the importance of diversity in STEM.
Iterative Design
User feedback during early rollout informed adjustments in design language and content focus, ensuring authenticity and relevance.
Challenges & Solutions
Challenge
Balancing cultural representation with modern STEM imagery to create a campaign that felt authentic and inclusive.
Solution
A design approach that integrated Native Hawaiian motifs with STEM visuals ensured the campaign honored cultural practices while highlighting scientific achievements. Educational captions provided context, bridging the gap between traditional knowledge and modern applications.
Final Design & Outcomes
Final Product:
The Hana: Bridging Culture & STEM Professions social media campaign successfully combined cultural storytelling with modern design to highlight Native Hawaiian contributions to STEM. The campaign featured visually engaging graphics, videos, and interactive stories that celebrated achievements, traditions, and the importance of diversity in science.
Reflection
This project highlighted the power of social media in bridging cultural identity and professional aspirations. It reinforced the importance of authentic representation and storytelling in fostering pride, diversity, and inclusiveness within STEM fields.
Impact & Success Metrics
The campaign achieved strong engagement metrics, including increased followers, shares, and positive feedback from Native Hawaiian communities and educators. Success was measured by reach, user interaction, and anecdotal stories of individuals inspired to pursue STEM while staying connected to their cultural roots.
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