Designing Advertising Awareness Campaigns for Food and Beverage companies in Quarantine Period: A Crisis management Strategical Design

Abstract

Quarantine period has some negative impact on market nowadays all over the world. Designers are trying to get unique related awareness messages to sell their products in these unordinary circumstances. Some companies already tried to edit its logos to give positive impacts and encourage people to follow the rules of covid-19 prevention. The problem that the research tries to solve is that food and beverage products face many challenges in quarantine time of Covid-19 such as decrease in sales according to the attitude of most of the people towards buying and selling movements.The research aims to suggest a crisis management strategy to design advertising awareness campaigns for food and beverage products to help these products to overcome the critical situation of quarantine of the Covid-19 pandemic.The originality of this research lies on the first time to use online skills to explain and learn practical advertising course to first year student with the trying to apply the crisis management strategy suggested and the feedback from designer experts on the students advertising design campaign. These practical campaigns are selected from the students work according to the best that apply the crisis management strategy, the ten theoretical parts and the follow up with them. The designed campaigns was shown in a questionnaire held for experts in advertising design. From the important results are: - A crisis management strategy of designing campaigns for food and beverage company during Covid-19 stated as:a) Identify the Crisisb) Awareness Concepts and Messagesc) Company Corporate Identityd) Communication Media. - The crisis management strategy of designing campaigns give great attention to corporate visual identity accordingly the students (designers) use elements, colors, fonts, images, and shapes to keep the design of the campaign consistent.

Keywords

• crisis management; crisis management strategy; awareness campaign; visual identity; covid-19 pandemic