Quad Cities Health Initiative

The Quad Cities Health Initiative, in partnership with the CDC, was looking for a creative way to develop and deploy a public awareness campaign focusing on healthy eating and active living, aimed and kids and adults alike. The campaign was built around fun and friendly characters to present the message in a way that resonates with all audiences.

The campaign has proven to be a great way to reach our next generation and encourage healthier and more active lifestyles and habits.

The campaign strategy centered around reaching adults through children. To accomplish this goal, I developed these characters to serve as brand ambassadors as well as primary messaging vehicles. These are preliminary concept sketches of the proposed characters.

Color was added to the concept sketches and, to foster community engagement, the proposed characters were voted on by our target audience, children themselves from local school districts. No surprises here as the strawberry prevailed over his vegetable friends.

After the strawberry character was selected, I developed a female character as well to appeal to both boys and girls. The design of Skip and his sister Scout were refined and finalized. A bright, primary color palette with simple, monochromatic backgrounds help place the emphasis on the strawberry characters and make the visuals easier to process for young minds.

The poster series featuring Skip and Scout focuses on getting kids (and parents) to eat healthy and move more through powerful messaging and a simple call to action that is easy to digest (no pun intended).

The design of the outdoor messaging strategy follows the format of the poster series relying on vibrant colors, bold headlines and a singular call-to-action to inspire our target audience to take action.