THE CAMPAIGN
For parents in Vermont, worries of feeling awkward or dictatorial were stopping them from having important discussions with teens about drugs, alcohol and cannabis. I oversaw the creation of our campaign, which gives parents tips on how to have these conversations, in a way that teens will listen and feel empowered to protect their own health.
THE APPROACH
We needed a style that stood out while also feeling approachable for our parent audience. We worked with an artist to create a series of friendly, yet modern illustrations that brought these stories to life in a vibrant and interesting way. We extended the color palette to give more variety and carefully chose colors to represent the emotions we wanted Vermont parents to embody.
VIDEO CREATIVE
I led a brainstorm where the team shared personal experiences of open, meaningful conversations they’d had with their parents. We used these, along with research insights, to create a series of :15 videos—each one demonstrating a different tip for talking with teens in a way that helps them be more open and receptive. The videos ran as paid ads on Tik Tok, Instagram and Facebook.
SOCIAL MEDIA
I also oversaw the development of paid and organic social creative that gave parents even more ideas of how they could find the right moment—and the right words—to talk with teens. Work included Instagram stories, static posts and carousels.
ADDITIONAL CREATIVE
Classic phrases from the last generation usually don’t work on teens. We created additional social work that took outdated verbiage and showed parents how they can literally re-write the script with language that shows their child they support them.
