UC Davis Health: Project Truth
Overview
Client: UC Davis Health
Sector: Private, Healthcare
Services: Creative Direction, Design
Tools: Illustrator, InDesign
Agency: Prosio
Define
Role: Creative Director, Designer
Problem: Establish the look for the Project Truth initiative. This is a public awareness campaign to alleviate vaccine hesitance by encouraging patients to seek more information and providing reliable sources. The objective of this campaign is to spark curiosity and provide transparent facts rather than affecting public behavior change through shame or mandates.
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
Target Audience: Vaccine-hesitant groups, particularly moms.
Objective: Encourage COVID-19 vaccination in an empathetic way.
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/
Strategy
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.
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.
Ideation & Prototypes
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.
