Klinic Community Health Centre needed an awareness campaign for Project CHOICES, a program that helps teenage girls and young women make healthy choices when it comes to alcohol consumption and sexual activity. The organization wanted to increase awareness of the program among the young women and secondarily, practitioners.
Through research and discussions with the client, MCG determined the existing messaging be reworked to further motivate the target audience to take responsibility and make healthy choices. Given the nature of the program and the audience’s age, it was equally important the messaging not be antagonizing or polarizing. And to better resonate, we ensured the messaging was more direct and on par with the audience’s vocabulary while being positive, proactive and slightly irreverent.
MCG developed a radio spot and designed a poster, a pamphlet and business cards for the client. We also developed a template for the Project CHOICES website and created an interactive quiz where visitors to the site could assess their risk of having an alcohol-related pregnancy.
Click to view gallery.