background
problems
Currently, there are many “Know Your Rights” campaigns that are intended to be resources and guides for immigrants. However, many of these materials are information heavy with low cohesion and little thought for the end user, making them unreadable and inaccessible thus failing to meet its intended usage.
needs
Within the United States, immigrant rights are not widely discussed or accessible to a lot of people. As a consequence of this lack of access to accurate and clear information, a lot of immigrants live in fear and are filled with feelings of anxiety and stress.
objective
I KNOW is a campaign aimed to alleviate this feeling of uncertainty by informing immigrants and allies of their rights, in order to build their confidence and feeling
audience
primary audience
Immigrants: People who either just arrived to or have lived in the United States for an extended period of time, who are not informed about what their rights are as immigrants.
secondary audience
Allies: People who personally know immigrants and would like to know more about how they can support them.
demographics
Adults in their 20s - 30s
Middle-lower class groups who are more susceptible to exploitation, and have less access to resources.
Research
To learn more about our target demographics, we conducted a survey to assess people’s level of knowledge regarding immigration rights, as well as their confidence regarding the accuracy (“correctness”) of their knowledge. Our survey was distributed online in the span of two weeks, and received a total of 111 responses. Our survey is divided into two different formats, with a different set of questions depending whether they are an immigrant or not.
Even though immigrants relatively know more about their immigration rights (Fig. 1), they are not that confident with what they know (Fig 2.).
Non-immigrants on the other hand, have a relatively average level of knowledge of immigration rights (Fig. 3). However, they have a lot less confidence in their knowledge, as opposed to immigrants (Fig. 4).
Our findings support our belief that within our target audience, there exists a gap in their knowledge of immigration rights, as well as this feeling of uncertainty in their own independent knowledge
One of the surprising data that we found is that for immigrants, only 42.9% of the respondents knew any specific resources to learn more about immigrant rights.
In comparison to non-immigrants, 52.2% know specific resources to help immigrants if they need help.
Even though there a lot of groups advocating for immigrant rights that exists, there is still this huge gap in knowledge regarding the awareness of them.
Work Sans is a sans serif typeface that is legible while remaining approachable. The curved terminals lend to its friendly demeanor. Regular should be used for all body type and bold should be used for headings, titles, and large advertisements.
The color palette subtly nods to the hues of the U.S. flag without being overt. By incorporating softer pastels, it maintains a patriotic vibe while embracing a modern, inviting aesthetic.
The images feature a grayscale grain effect, known as 'reticulation,' chosen to evoke a sense of stillness. Positioned over the brand's colors, they blend a nostalgic aesthetic with contemporary design elements.
