Fraser Health
Client
Project Type
Ad Campaign & Videography
Photography and videography, when well used, can capture audiences emotionally and educate, empower, and/or motivate action. This can be extremely effective for subjects or campaigns that have emotional or serious subject matter.
Project Background
The challenge was create a mock ad campaign on the topic of youth mental health in the Fraser Valley, BC. I was required to come up with the concept that would drive the art direction of the project, and create two posters and a video featuring the concept.
Design Challenge
I wanted to create awareness surrounding youth mental health in Canada and connect youth to support and resources. The main idea behind the campaign was to focus on the statistic from the Canadian Mental Health Association, “[a]pproximately 20% of Canadian youth are affected by a mental illness or disorder” (Canadian Mental Health Association, 2021), and find street signs or industrial surfaces that have the number “20” on them to connect to the percentage of youth that are affected by a mental illness.
Canadian Mental Health Association (2021) Fast Facts about Mental Health and Mental Illness. https://cmha.ca/brochure/fast-facts-about-mental-illness/
Process
Client
The posters for the campaign are in greyscale with the Fraser Health brandmark being the only element in colour. This creates a striking contrast between these elements and assists in conveying the gravity of the topic. For the campaign video, intentional shot choices, sound design, and the addition of typography all work together to create an informative and highly visual piece. The video captures the essence of the moodboard and has a clear message and call-to-action to conclude it.
Results
This non-profit ad campaign was for a school project and I am not affiliated with, endorsed by, or officially connected in any way to Fraser Health.