Public Health - Seattle & King County (PHSKC)
Substance Safety At Home
Role: Creative Director/Graphic Designer
Project length: 3 months​
Brief: We led the graphic design for a multi-language awareness campaign through an on-call contract to inform caregivers in the Seattle Public School District how to safely store controlled substances, including cannabis and prescription drugs, from students who were learning from home during the height of the pandemic.
Consideration
Another critical component was encouraging caregivers to talk with their children about substance abuse. It was also crucial for the campaign to address and represent the diverse families within the district, where such topics can be sensitive.
Research and User Testing
Using insights from a creative brief and caregiver focus groups, we developed multiple infographic poster designs and campaign names. We refined these through further focus group testing and finalized the design. Simultaneously, we created a social media ad campaign plan to be launched at the end of the contract.
Approaches
Results
Our plan included three key components:
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Campaign Plan: We outlined goals, budget, timeline, ad placements, and specifications for publications and social media platforms.
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Ad Copy Development: We created the text that accompanied graphics for ads (such as headlines, subheaders, and descriptions)
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Placement Parameters: We outlined the options given by Facebook/Instagram to use when placing the ads (target audience categories, geographic info, approved content, etc.).
After finalizing the campaign's visual identity and ad plan, we adapted our poster design into social media ad sizes optimized for Instagram and Facebook. We collaborated with PHSKC’s translation service to translate ads and posters into Amharic, Chinese, Somali, Vietnamese, and Spanish. The campaign was then shared across the 106 schools in the district.
