Georgia Department of Behavioral Health
and Developmental Disabilities
Campaign Development
Lead Design
2024
The Georgia Department of Behavioral Health and Developmental Disabilities reached out to Banyan Communications (previous employer) in hopes of creating an alcohol prevention campaign throughout the state of Georgia. The 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 a valuable foundation for the development of the look and feel of materials.
CHALLENGE
Developing a visual direction that could appeal to a diverse audience, including all genders and age groups ranging from 18 to 65.
approach
Basic shapes, a readable typeface, and a vibrant color palette were used on all digital and print assets. To avoid the stigmatization of indivual subsets of people, no real photos of people were utilized. Feelings around shame were verbalized throughout focus groups and listening sessions. I prioritized not using colors or imagery that might induce guilt or panic in those coping with alcoholism. Our campaign served as a catalyst in initiating honest coversations around alcohol consumption, while also humanizing data and expanding the target audiences’ knowledge.
Copy provided