What if LVC
A marketing project that asks "What if LVC" was involved in a school shooting?"
Social Media Marketing
User Experience Design
We were given the task to come up with a guerrilla marketing campaign that was focused on a social issue today. Our group proposed the question “What If LVC was involved in a school shooting?” We were on a mission to find out how LVC (1) would react to our marketing campaign, (2) what the common opinion on gun violence in schools is at LVC, and (3) we wanted to find out how much shock LVC could handle at thought of a mass shooting on campus.
The results were life changing.
One of the biggest parts of the What If LVC project was centered around campus involvement. In order for our project to work, we needed the support from the faculty, LVC Public Safety, the support of the College, the support of the DigiCom program, and the help of LVC students. Thank you all for allowing our project to thrive.
Hanging Bullet Project
This was part of the shock and awe aspect to our methods. We wanted to put the realization in student’s heads that a school shooting could happen at Lebanon Valley College.
When students walked into Lynch Memorial Hall, most students had a shocked and confused expression. At this point of the project, most students still didn’t know what “What If LVC” was, so hanging bullet castings was one of our first tactics.
Scroll through the gallery above to see pictures taken by the Lebanon Daily News
Engaging the College
As a group, we wanted to introduce our project on social media. We created Twitter and Facebook accounts in order to share mass shooting statistics, articles on gun control, and articles against gun control.
With mass shootings and guns as the subject, the conversation always becomes polarized. We had comments from both sides of the gun control argument. This showed how a better conversation is needed in regard to mass shootings. To further engage conversation, we were also featured in the news 5 times. We were featured in the Lebanon Daily News, LVC social media, an on air segment for WGAL, and Fox 43.
Posters and Handouts
What if LVC Wall
The goal for this leg of the project was for every single person at LVC to see the impact of gun violence. This wall was outside of the dining hall, which forced every student and faculty to see the possible terrors of gun violence on college campuses. Students had to look their peers in the eyes anytime they went for a meal. We wanted to scare, but motivate.
We observed students and faculty stop and look at the display. We cannot say what was going through their minds at the time, but it had to make an impact. We wanted everyone to think “what if these students did not attend LVC because of gun violence.”