TOBACCO CAMPAIGN

Art Direction + Brand Identity

The "Make It Make Sense" campaign successfully raised awareness and increased access to evidence-based cessation services, addressing the barriers of inadequate knowledge and limited availability. Through strategic collaboration with committed partners, we prioritized the health of marginalized groups targeted by big tobacco, such as Black, Latino, and LGBTQ communities, achieving significant strides in ending tobacco and nicotine use in Central Ohio for both youth and adults.

As Senior Art Director at Canvaas Consulting, I led the branding and identity development for this state-wide anti-tobacco campaign, successfully striking a balance between promoting abstinence from tobacco and avoiding making it appear appealing. Through meticulous research and strategic design choices, we crafted authentic imagery featuring real-life situations to effectively resonate with a diverse target audience, ranging from youth to young adults, achieving impactful engagement and awareness across Central Ohio.

Website: Campaign Overview

SOCIAL MARKETING

PUBLIC ADVERTISMENTS

CORNER STORE ACTIVATION

  • Interactive Augmented Reality posters will trigger informational videos

  • Cashier stand to add dimension

  • Ads and products will be placed throughout the buildout to emphasize tobacco targeting in corner stores

  • Toolkits, informational resources, and takeaway items will be spread throughout the space, with positioned store products like candy, chips, and lottery to make the space feel authentic