To support the high-fidelity website and extend the reach of The Participatory Collective, a cohesive Instagram campaign was developed around the hashtag #CreatingChangeTogether. An Instagram account was created specifically for the Collective, ensuring that the tone of voice, visual identity, and overall atmosphere directly align with the website. This consistency across platforms strengthens brand recognition and helps users feel confident moving between social media and the web experience.
Instagram Link
https://www.instagram.com/participatory_collective?igsh=MWdhcjc3Nm93aW8x
Two Instagram posts were designed to promote the campaign and the associated event. The first post features an image of people, reinforcing the Collective’s values of community, participation, and collaboration. Using real, human centred imagery helps establish a trustworthy and realistic tone, making the Collective feel approachable and grounded. This post is supported by campaign branding and welcoming information that introduces what users can expect from the event, encouraging curiosity and engagement.
The second post takes a more message led approach, featuring the statement “Every story matters. Every voice counts.” This inclusive and motivational message is designed to resonate with a wide audience, particularly those encountering the Collective for the first time. The tone is supportive and empowering, reflecting the organisation’s core values. The inclusion of the illustrated figures from the logo immediately links this post back to the website, reinforcing visual consistency and strengthening the overall brand identity.
In addition to static posts, a three part interactive Instagram Story was created. This content draws directly from the storytelling approach used throughout the website, encouraging users to engage and swipe through. As the story progresses, the illustrations appear to move across frames, creating a sense of flow and narrative. The final frame invites users to click the link in the bio, guiding them seamlessly toward the website and continuing the user journey.
An Instagram Reel was also produced as a dynamic promotional piece for the campaign. The reel uses pop in animations to highlight the brand colours, illustrations, and messaging, finishing with a clear call to action using the familiar navy “Get Involved” button seen on the website. Calm background music was selected to support the welcoming tone without overwhelming the visuals. All social content was created using Adobe Express, ensuring correct sizing and safe zones for Instagram, allowing the campaign to feel polished, accessible, and engaging across the platform.