Why? A Campaign for UCI ALL OF
Given the opportunity to collaborate with UCI (The University of California Irvine) and their cancer research team, a few members and I were tasked to come up with concepts for campaign strategies to get more underserved communities to join the program. The goal of this advertising campaign is to spark the conversation of why minorities, specifically Black Americans, have higher rates of death and incidence of Cancer. It was designed to inform at-risk groups and inspire the black community, shifting the paradigm and changing their story.
Key Concepts: Brand Identity * Ideation * Advertising * Research * Design Development
All of the advertisement purposes is to spark the ideas to start a conversation, asking “Why?”. Whether that be,
“Why did I not know this about my community?”, or “Why is it that my people are more at risk and what can I do to prevent it” the statistical facts would be out there for the people to understand their stance and want to do something to prevent themselves and future generation.
Not every piece in this campaign had to be a statistic, but they did have to be factual. Through weeks of research and countless trusted cancer research sources I had created a list of statements, and statistics, that I wanted to use throughout the campaign.
Through the creation of collage style works using many different elements, including vintage ads from cigarette companies and fast food companies, a compelling series of pieces was made to draw the attention of viewers and as their attention was on this interesting piece of work, the factual statements are there to make the viewer question what they know. The campaign was inspired by the marketing tactics of anti-tobacco companies such as TRUTH, to have a gritty and guerilla marketing style to it.