Tasked with providing a new, cohesive visual voice for the Centers for Disease Control and Prevention's HPV Adolescent campaign materials, I developed two comprehensive style guides that were tailored to two distinct audiences: Healthcare professionals and Consumers. These style guides provided updated typography, 508-compatible color palettes, and iconography. An extensive photo shoot was executed to provide the refreshed healthcare professional campaign with imagery that matched the tone of the messaging. These two elements provided the platform from which all existing campaign materials, such as fact sheets, banner ads, and social media content, were renewed. The refreshed HPV Adolescent campaign projects cohesiveness, clarity, and expertise while maintaining the underlying urgency to vaccinate and protect adolescent patients.
--- Healthcare Professional Branding ---
Healthcare Professional Style Guide
Paid Social Media Posts
HTML 5 Web Banners
Print Collateral
--- Consumer Brand ---
Consumer videos
Out of home media campaign, including animated kiosks and billboards.
The Clinician campaign tallied over 96 million impressions on social media, with some of the highest engagements rates the campaign has ever seen. This lead more health care providers to CDC’s website, where they found new ways to engage their patients about protecting adolescents from HPV. The Consumer campaign tallied over 61 million impressions on social media, helping parents and patients understand the benefits of the HPV vaccine.
The CDC HPV Adolescent campaign has beeb shortlisted for the 2019 PRWeek Awards in the Public Sector category.
By coalescing CDC’s messaging and introducing a new, visually rich brand identity to match, PN Creative breathed new life into an existing campaign and established CDC as a trustworthy authority on vaccination and its benefits.
