SKYE INNICIATIVE -
Outdoor MARTA Campaign
The Health Promotion Division of the Fulton County Board of Health founded the Skills, Knowledge and Youth Empowerment Project (SKYE) with the specific mission of educate and provide online resources to teens to prevent unwanted pregnancies and STDs, while giving the parents and guardians new tools to have those hard conversations about sex with their teenagers.
As communications team, we created an outdoor strategy with a strong message and bold eye-catchy visual ideas to attract our specific audience, working along with Outfront Media (third party outdoor printer agency) to develop a MARTA campaign. The ads will be placed in locations all over Atlanta for a 90-day period. These ads drive enrollment in SKYE programming while increasing awareness of this new teen health program.
For the creative assets, I came up with a concept called "Merge into the SKYE world" were I wanted to picture the interaction between a teenager couple or/and a teenager and his/her dad/mom and the online resources that SKYE provide. We combined real pictures of familiar places to the selected population zipcodes (Atlantic station was the selected picture location), illustrated elements and outlines and bright colors to bring to life the message. The result: a youthful and vibrant look that enveloped an inviting message for teenagers and their parents/guardians.
Art Direction: Maya Freites
Character Illustration: Miranda Kasinger
Collage and layout: Maya Freites
Copywrite: Sheena Haynes