#nosigasmodas
#NoSigasModas
— Youth Health Campaign
Target: Gen Z. College kids. Young population.
Objective: Promote a healthy lifestyle among young people.
Deliverables: Posters and brochures on campus.
Concept: While Millenials are a generation always looking for collective acceptance, following the trend, locating that instagramable landscape so they can feel part of the group; Gen Z is all about authenticity, about being yourself and telling your own story without pretending, 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: food myths, fake exercise routines and sleepless habits,—a bunch of social trends that people follow just because they “look good”. So, we as well, went for the most “beautiful” and “fake” look for our campaign, since it obviously attracts attention. The result was a series of perfectly artificial and instagramable images portraying the negative effects of following these unhealthy trends. A series that invites to forget what others might think or say about you, and focus on what is good for oneself’s health: #don’t follow trends.
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.
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