MUMPS INOCULATION CAMPAIGN

CONVINCING STUDENTS TO GET A NEEDLE
In light of a recent mumps outbreak, Nova Scotia Health Promotion & Protection needed posters, ads and transit shelters that would convince students at post-secondary institutions to get inoculated. The campaign gained excellent top-of-mind awareness amongst the target audience. The advertising campaign was later adopted by the Province of Alberta. According to CTV News, the posters were so popular, many had been stolen.

MALE SYMPTOM IS BIG MOTIVATOR
One symptom evoked strong reactions among males during informal group discussions. The idea of testicles swelling up and experiencing intense pain caused some respondents to squirm in their chairs. It was decided that a second poster would be dedicated to males. The poster appeared on the front page of the newspaper and the headline became ‘quote of the day’.

30 rough concepts were generated. From there, they were evaluated for strategic accuracy and impact. The best were then refined on the computer for the second round evaluation.

SERVICES:
Writing
Art Direction