To develop this identity, we had to analyze, understand, and appropriate the codes of the audience targeted by Code Trauma so that they could identify with the brand image and the program's campaign. Code Trauma speaks directly to younger generations in a straightforward, honest, and 'raw' manner through dark humor. Without mincing words, the message must quickly resonate with them emotionally and prompt a reaction.
The visual concept was developed to leave a lasting impression through strong imagery, the use of bold colors such as yellow and red, and bold uppercase typography.
An 'accident graphic' incorporated into the logo adds an emotional dimension to the project: working to prevent risky behaviors among young people and, consequently, incidents that could lead to trauma.
The objectives of the website are manifold: promote various prevention programs and recruit ambassadors in schools, inform young people about trauma, and gather numerical data through quizzes, which also serve to enhance the campaign's virality.
The use of GIFs, emojis, animations, and a sarcastic and impactful tone allows us to highlight the importance of the subject and easily reach a young target audience. A unique experience is offered through tests, videos, testimonials, and scenarios throughout the site, demonstrating the impact of trauma resulting from risky behaviors.
Sections of the website, intended for teachers and parents, have been specially designed to provide support and essential resources for raising awareness among young people in the school environment about the repercussions of trauma.
The integration of quizzes on the website not only makes it interactive and dynamic but also gathers essential data to help Code Trauma better understand and address the behavior of young people.
Two types of quizzes are offered to the user. The first, composed of small A/B tests, is more fun and entertaining, allowing us to catch the attention of young people directly on the homepage by asking serious and impactful questions in a sarcastic tone. The second type, more formal, offers more structured quizzes on youth risk-taking and alcohol consumption, providing resources to consult based on each individual's results.
