UC Davis Health: Project Truth
Vaccine Awareness Campaign—combatting disinformation to encourage vaccine-hesitant citizens make informed choices about their health and protect their communities.
Define
Objective
Establish the look and feel for the Project Truth initiative. This was a public awareness campaign to alleviate vaccine hesitancy by combatting disinformation with reliable, science-backed sources. The objective of this campaign is to spark curiosity and provide transparent facts rather than affecting public behavior change through shame or mandates.
Role
Creative Director
Designer
Industry
Healthcare
Deliverables
Campaign Style Guide
Illustrations
Print Collateral
Digital Collateral
Services
Visual Identity
Brand Expansion
Research
Target Audience
Vaccine-hesitant moms, aged 25-45.
Messaging
Rather than using fear tactics or shame-based approach, instead use a positive, personal appeal. Highlight the daily lifestyle benefits that patients will enjoy once they are fully vaccinated against COVID-19.
Strategy
Stability + Peace of Mind—Once patients are fully vaccinated, they can finally get back to “normal”.
Fun + Freedom—We’ve all felt isolated since the pandemic began. Getting vaccinated means doing fun group activities indoors and outdoors again.
Convenience—Some people find masks uncomfortable or difficult to remember. Freely going out without masking up will be a welcome relief.
Challenges
How can we spread our message without being perceived as preachy, judgmental or condescending?
How do we overcome fear of uncertainty and potential side-effects?
How to we overcome objections like inconvenience, political bias, and mistrust of doctors or healthcare institutions?
Research Sources
Center for Disease Control (CDC) https://www.cdc.gov/coronavirus/2019-ncov/vaccines/index.html
California For All https://covid19.ca.gov/vaccines
California Department of Public Health https://www.vaccinateall58.com/
Ideation
Results
The client liked elements of both concepts, so we used the typography from Concept 2, and combined them with the overall illustration style and color palette of Concept 1. We simplified the icons to outline style to allow the bubbly illustrations of people to stand out.
