ubc  Library climate change campaign MOCKUP
UBC Library is one of Canada’s leading academic libraries, supporting more than 70,000 students, faculty and staff across disciplines. Beyond collections and study spaces, the Library plays an active role in campus conversations about climate, justice and sustainability. For Climate Action Week, the Library wanted to highlight its events and resources in a way that felt approachable for students and showed how small, everyday actions connect back to larger climate issues.

The Concept
I ideated a mockup and a strategy plan for an instagram campaign to move students from climate anxiety to small, tangible actions through the Lens of the Library: “Read, Repair, Reuse and Reconnect.” Each word mapped to a real offer from UBC Library:
• Read – Climate-focused books and displays
• Repair – The Repair Café and mending activities
• Reuse – Furoshiki wrapping and zero-waste practices
• Reconnect – Guided forest walk and climate justice conversations
Visually, the Instagram carousel uses a collage of books, cloth wrapping, hand-stitching and the forest to show these actions as warm, human and achievable. The instagram post directs users to the News Page Post, which backbone is the same narrative, framing Climate Action Week as a series of small invitations rather than a heavy, abstract topic.

THE Challenge
Time and scope were the main constraints. The Library had multiple events and partners involved in Climate Action Week, but only a short window to launch the campaign and limited channels. The communication needed to work within existing UBC brand constraints and feel consistent with other Library communications.
The key was to simplify a long list of activities into a clear story students could grasp in a few seconds on their phones and being accessible and legible on small screens, while still feeling visually rich and inviting. Given the short deadline, we had to prioritize the most impactful channels and design a system that could scale later to LinkedIn or email if needed.

THE Solution
I designed an Instagram carousel as the campaign anchor, supported by a News page acting as the detailed information hub.
For Instagram, I created a hero slide that brings together the four actions (books, furoshiki cloth bundles, visible mending and a forest walk) around a bold “Climate Action Week” title. The following slides each focus on one action, pairing each action word (Read / Reuse / Repair / Reconnect) with close-up imagery that makes the activities feel tactile and approachable. Consistent use of UBC-inspired blues, clear hierarchy and generous negative space keep the design accessible and on-brand. All slides are connected by a bottom ribbon of the UBC Library colour.
The News page reuses the “Read. Repair. Reuse. Reconnect.” framework in a longer format, organizing the full list of activities and resources under the same four actions. This creates a cohesive narrative across platforms: Instagram drives attention and saves, while the News page provides context, dates and links to the full schedule. In summary, even with a reduced scope, the campaign gives UBC Library a flexible visual and verbal system it can extend to future Climate Action Week communications.
Role: Communications Coordinator & Designer
Title: UBC Library
Year: 2025
Tags: Web, Instagram, Social Media campaign, Photography,  News Content Hub, News Post, Marketing Campaign
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