MULTICHANNEL AWARENESS CAMPAIGN
Graphic design, art direction
The “It’s OK to overreact” campaign was a consumer initiative piloted in the stroke belt of the US to raise awareness about the urgency of stroke and give people permission to OVERREACT.
As the art director on the team, I was in charge of designing and evolving the campaign’s look and feel across multiple tactics in print, digital, and video.
As part of the launch, we also had to create tactics that spoke to the stakeholders explaining our mission.
Below are some of those executions.
EXTERNAL AUDIENCE
This print ad campaign ran in "People" magazine as well as local papers in the pilot markets.
Using limited B roll footage we captured during the photoshoot along with stock footage and animated typography, we were able to create an emotional 0:60 online video to reinforce the urgency about learning the signs of stroke.
This print brochure was designed to visually highlight and communicate key points about our initiative to hospitals and stroke centers.
INTERNAL STAKEHOLDERS
This internal stakeholder video was created to announce the new initiative and explain our motivation behind it.
I worked with a copywriter to create an emotional and motivating story starting from the storyboard development to collaborating with video editors to create the final product.
This laptop decal was one of the the tactical executions created to get people excited about the campaign and spread the word for stroke awareness.
This 2 part fridge magnet was designed to drive awareness to learn about the signs of stroke. The white portion (center) was perforated to pop out and be shared with a loved one to help spread awareness. The remaining part is a magnetic photo frame.
There was also a smaller car magnet created with a reminder message to spread the word.