“How will you shape the future?” is an Instagram campaign that I created for my Visual Communication class during my first year in Interaction Design. For my final project, I was assigned the task of creating a call-to-action campaign for an organisation of my choice. Accordingly, I decided to trendjack.
Campaign context
In today's rapidly evolving job market, artificial intelligence is shaping the future of work. As young professionals enter this dynamic landscape, it's crucial to provide them with a positive perspective on AI's role in their future careers.
Many workers fear being replaced by artificial intelligence — a fear shared by students and new graduates exacerbated by the automation of traditional entry-level roles. The aim of my campaign was to shift attitudes towards AI by providing insight on how the changing job market can be empowering rather than debilitating.
Target audience
The target audience of the campaign is students and new graduates, aged 18-25, who are entering or about to enter the job market. This audience is tech-savvy, digitally connected, and eager to understand the implications of AI on their future careers. They may come from various educational backgrounds, including STEM, business, humanities, and the arts, and are located in white-collar majority areas.
Accessibility
The campaign is designed to be accessible to everyone through the use of large text and a high-contrast colour palette. The colours have also been carefully chosen to be legible to colour-blind individuals with protanopia, deuteranopia, and tritanopia. Additionally, the Instagram post includes alt-text descriptions for every image to make them accessible to visually impaired individuals using screen readers.
Final design
The campaign opens with an instrumental message in the form of an attention-grabbing question, based on my research into AI anxiety. To strengthen this message, I included statistics from the World Economic Forum to provide context to the issue being addressed. In addition, the first tile encourages the audience to swipe to the next tile with a leading lines and a question addressing them directly.
The second tile highlights the problems with the view that all jobs in the future will be automated. The message is reinforced in the third tile by highlighting the solution to the problem, namely the innovations that AI will bring to the job market.
Finally, the fourth tile concludes with a call-to-action addressing the audience directly with an open-ended question, designed to inspire hope, curiosity, and an optimistic view of the future. The familiar image of the microchip emphasises that AI is a tool for humans rather than a threat.
Caption
In 2020, the World Economic Forum estimated that 85 million roles will be filled by AI technologies by 2025.
How will this affect those who are just entering the workforce?
Contrary to popular beliefs, there will be even more opportunities for the next generation of workers. Not only will these jobs value your individuality and humanity, but they will require new skills and perspectives that your seniors can’t compete with.
How will you shape the future? Follow @openai to keep up with the latest innovations in work, technology, and more.
