Georgia Alcohol Prevention
Background
The GA DHBDD reached out to Banyan Communications to lead the efforts on an alcohol prevention campaign throughout the State of Georgia.
Research
Visual direction for this campaign was grounded in insights received from a series of focus groups surrounding topics like alcohol misuse and addiction. The perspectives gathered from participants provided valuable insights for the development of the look and feel of materials.
Challenge
The focus of this campaign was on Georgia residents aged 18 to 65. Managing such a large audience posed a challenge in the development of a visual direction that would appeal to both younger and older people.
Approach
I used basic shapes, a readable typeface, and a vibrant color palette that was engaging, but not jarring. Feelings around shame were verbalized several times throughout focus groups and listening sessions. I prioritized avoiding colors or imagery that might induce guilt or panic in those coping with alcoholism. Our campaign served as a catalyst in initiating honest conversations around alcohol consumption while humanizing data and expanding the target audiences’ knowledge.
Result
