Vital Strategies
It’s time to #ReimaginePublicHealth
As the COVID-19 pandemic has been wreaking havoc around the world for almost two years leaving no one untouched by the devastation of the virus, Vital Strategies is seizing the moment when public health is at the forefront of society to announce their new tagline: Reimagine Public Health.
The Project
For the launch of the new tagline, Vital Strategies wanted to do accomplish two things: share their excitement and optimism for the future of public health and to reiterate that public health is so much more than COVID, vaccines and masks.
To articulate our enthusiasm around the future of public health we crafted a narrative that carried across multiple mediums–a splash page, anthem video, and social media statement graphics–all around why now, why us and to rally the sector and advocates to get to work. Monopolizing on the fact that the general public does not know much about public health, we turned to quizzes and human-centric stories to showcase how much public health encompasses. We curated a quiz (web based and on IG stories) that included some basics of public health and highlighted our areas of focus, and then turned to our community and asked them: what is public health to you? Their answers were compiled in a series titled ____ is Public Health which was shared widely across all social media platforms.
The campaign launched on October 25th, 2021, taking over Vital Strategies website and social media platforms until October 29th. The ____ is Public Health content will continue to run until November 19th, 2021.
Responsibilities
Campaign Concepts + Strategy, Visual Identity, Splash Page Design, Interactive Quiz Design, Social Media Campaign, Newsletter Design, Swag Design, Animation, Video Storyboard + Direction, Project Management
Awards and Recognition
Winner of PR Daily’s Social Media and Digital Awards 2022 in the Community Engagement category.
Branding
The launch of Reimagine Public Health was a moment to take Vital Strategies core brand (known for the bold blue and orange) and add elements to it to highlight this as a special moment in time. The boldness and optimism in the messaging that lead to choosing Reimagine Public Health as the new tagline informed the addition of the green, yellow and aqua. Bringing in Railroad as a fun, energetic typeface as the font of the moment was balanced by the use of Larsseit, Vital’s brand sans serif. Because we wanted the messages to speak for themselves, the graphic elements were minimal and used with intention.
Learn more about Reimagine Public Health
Test your public health knowledge
Mini Animations & The Anthem
The energy of the branding for this campaign, and the tone of the messaging were perfect pairs with motion, so I set out to find ways to introduce animation throughout elements of the campaign. Because the bulk of the campaign took place on social media, animated GIFS were the perfect way to bring motion into the collection of work.
The Anthem: Using a script, written collaboratively between Vital’s Editorial team and Katherine Andersen, I created a storyboard, and provided visual direction, for a 50 second piece (animated by Brendan Jenkins) that we used to launch the campaign.
Social Media:
#Reimagine PublicHealth +
________ is Public Health
The social media campaign ran across Instagram, Facebook, Twitter, and LinkedIn for 4 weeks and included over 400 graphics posted across our pages, influencer pages, and shareable assets translated into multiple languages to amplify our global community. Instagram, being the most visual platform, is the best place to see the campaign as a whole.
See the highlights from #ReimaginePublicHealth
Take the Instagram Story Quiz
Read some of our favorite community stories
