helping GlaxoSmithKline (GSK) & Every child by Two (ECBT) to persuade Grandparents to vaccinate against Whooping Cough through a branded campaign

WHO?

ECBT, an organization that works to protect families and individuals from vaccine-preventable diseases by raising awareness of the critical need for immunizations, partnered with GSK, following the launch of their "Big Bad Wolf" ad campaign, in order to increase awareness of grandparents’ role in helping protect infants against whooping cough and encourage whooping cough vaccine uptake.

WHAT?

After working for years with ECBT on the "Vaccinate Your Baby" campaign where the focus was on moms, our team decided to create an extension of that campaign, opening the focus up to grandparents (late 40s – early 60s) who might be motivated to protect their families and provide things for their grandchildren they couldn’t for their children. We worked to brand "Vaccinate Your Family," which was designed to be warm and friendly in order to emotionally connect with our audiences. 

The brand took form through the creation of the logo, the website, motion graphics, an "expecting grandparents toolkit" and social media channels. 

Of the branding options, the client chose one of mine, which I described as follows: 

Getting vaccinated is an altruistic thing to do, and when it comes to your family, doing so can protect those you love most. This platform will need to inspire and empower parents and grandparents to vaccinate themselves and the children they love. Therefore, this concept is inspired by tapping into the emotions of the audiences by using a heart, the symbol for love, in the logo and as an element of the brand. Additionally, two bold, but inviting, colors were chosen to inspire the palette, and when they overlapped when creating the heart in the logo, a third color was created in the middle. This color will be the lead color in the branding and symbolizes the good that comes to our families if we all do our part in being vaccinated. The palette, realistic and touching photography, and clean and legible fonts will work together to create an emotional connection for our audiences when they experience the brand.

SO WHAT?

The client was so happy with the brand and the materials, that they've extended the website to include materials and information for all individuals, not just grandparents, and has expanded to discuss all vaccine-preventable illness, not just the whooping cough. 

Mood board

Grandparents' toolkit materials including printable checklists, baby shower ideas for their expecting children and a pledge for baby shower attendees

Infographic

Holiday season banner ads

Style frames for motion graphic, illustrated by one of my designers

Social graphics adhering to brand look and feel