The Masked Raider campaign from Texas Tech’s RISE department In 2020 was to bring awareness to campus COVID safety in a relatable and simplified way. This was accompanied by the Texas Tech Commitment pledge, which over 8.5k members of the community signed. My role was to create and distribute awareness posters, manage media inquiries, design giveaway items, and create a digital strategy to promote the campaign on socials using #MaskedRaider.
Raider Red, one of Texas Tech’s mascots, is a celebrity to everyone on campus. To promote the Texas Tech Commitment Pledge, the #maskedraider icon was developed, taking Raider Red’s likeness and showcasing him wearing a mask and promoting safe behaviors during COVID-19. His likeness was adopted for dozens of campus materials, and the #maskedraider quickly became a pandemic-era icon throughout the community.
To encourage social engagement, AR filters were developed to complement the GIFs created for the campaign. I designed two filters through Spark AR to continue to encourage safe masking behaviors on platforms that were exploding in popularity with college students.
The Texas Tech Commitment Pledge website featured 4 different posters for folks to download and print to put in their classrooms and offices. This poster series helped staff and faculty work together to remind folks on campus of the COVID-19 rules instituted in the fall of 2020.
Ashrose Creative 