Asian Women’s Shelter
Transforming a personal story about domestic violence into fundraising
NGO
Timeline
2 weeks
Impact
Shown to 40 students from 30+ countries
Illustration, Video Design, Visual Identity, Audience Definition
How can a domestic violence shelter engage Gen Z?
COVID-19 added pressure to people of color who were working hard to return to society after domestic violence. As an NGO supporting them, the Asian Women’s Shelter (AWS) was suffering from staff shortages. As a result, they could not reach all the personas they wanted to approach, namely Gen Z. I partnered with AWS to create a short video to call for donations.
Choosing a personal story to evoke empathy
Through research into domestic violence in California with 10+ academic sources, interviewing 5 advocates about survivors’ talents, and adapting my personal story to be more relevant to Gen Z in San Francisco, I crafted a narrative and storyboard, producing a 3-min video.
In this process, I applied the psychological theory of persuasion, namely the Elaboration Likelihood Model, to incorporate both personal story and statistics to increase persuasive power.
IMPACT
1,300+ views & 750+ accounts reached in 1 month; Shown to 40 students from 30+ countries
During screening, the video was shown to students from around the world, raising awareness of the social issue.
Later, when I published it on Instagram, the video attracted 1,328 views in 1 month, reaching 751 accounts and amplifying 30+ survivors’ voices.
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Collaborators
Image credit: Asian Women’s Shelter
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Or, you can reach out to me here: asuka@uni.minerva.edu