Project Overview:

Developed for the Digital Marketing and Metrics unit, this project explored the intersection of UX design, web marketing, and digital literacy. The goal was to build an online campaign that addressed a real-world issue—sustainability and human wellbeing in Australia—through a user-centered and multi-channel approach.

My campaign, Clear Path Australia, focused on raising awareness around substance abuse and breaking down stigma through education, storytelling, and digital outreach. The project aimed to empower individuals and families with accurate information and access to support, while encouraging early intervention and community engagement.

Process Summary:

The campaign was designed and executed across multiple digital platforms, with a strong focus on usability, accessibility, and user engagement. The process involved the following key stages:

• Issue & Audience Research – Conducted secondary research on substance abuse in Australia and identified key audience segments: young adults (18–35) and their caregivers.

• Campaign Identity Design – Developed the name Clear Path Australia, visual identity, and brand tone to ensure relatability and trust.

• Goal Setting & Strategy – Defined SMART goals and outlined a digital strategy that integrated social media, email marketing, and a campaign website.

• Content Creation – Designed educational posts, infographics, and video content tailored to the needs and behaviors of each audience segment.

• Website Development – Built a responsive WordPress site with multiple landing pages, optimized for SEO and structured for clear user journeys.

• A/B Testing & Optimization – Conducted A/B testing on landing pages and EDMs to refine messaging and improve conversion.

• Cross-Channel Rollout – Scheduled and managed a 6-week rollout across Instagram, Facebook, X (Twitter), and email via MailChimp.

• Analytics & Evaluation – Tracked performance using Google Analytics and campaign insights, using findings to refine and improve the campaign.

This structured, user-driven process ensured the campaign remained focused, engaging, and measurable across all channels.