Youth Health Campaign

Role: Art Direction, Photography and Graphic Design

Project: Campaign to promote a healthy lifestyle among young people.

Target: Gen Z. College kids. Young population.

Deliverables: Posters and brochures on campus.

Overview: While Millenials are the generation that craves collective acceptance, looking for that instagramable moment so they can feel part of the group; Gen Z is all about authenticity, about telling your own story without pretending and being different from the rest. This campaign focuses on the differences between these two generations to shout #NoSigasModas (don't follow trends) in an attempt to criticize trends’ relevance, and encourage the authenticity of an individual's nature.

We focused on the three most relevant factors in a healthy lifestyle—dietary habits, exercise, and resting time—and looked at what social media (Gen Z main source of information) had to say about them. What did we find’ diet myths, fake exercise routines and sleepless habits,— social trends that people follow because they “look good”. So, since it obviously attracts attention, we as well went for the most “beautiful” and “fake” look for our campaign.

Style: The vibrant color palette, the artificial postures and the porcelain faces of the models reinforce the message of the fake world we live in; where Gen Z doesn’t want to live any more. The hashtag makes this campaign part of the social media world, talking directly to our target and having them interact with it

Brochure: We also designed a brochure to be handed to students on campus with more detailed information, stats and current studies about how to achieve a healthy lifestyle.