The purpose of this campaign was to create a reaction to a cultural moment in Canada. For my group, the cultural moment we decided to tackle was the introduction of free contraception in British Columbia. After research, the focus of our campaign was to spread awareness of the changes that British Columbia has made and encourage the target to petition for free contraception across the whole of Canada.
For the art direction, I tried various different styles before ultimately deciding to use pop art to stylise the different advertisements. Pop art stands out and captures your attention, which was the goal of this campaign; it needed to catch your eye. The platforms I chose to promote this cause is out-of-home (including transit shelters and public restrooms), billboards, social media, and a experiential pop-up experience.
Out-of-Home
Pop Art posters created using Adobe Illustrator and Photoshop
Pop Art posters created using Adobe Illustrator and Photoshop
Pop Art posters created using Adobe Illustrator and Photoshop
A series of Pop Art posters, mocked-up as OOH ads, and created using Adobe Illustrator and Photoshop
Billboard
Pop Art billboard OOH ad, created using Adobe Illustrator and Photoshop
Pop Art billboard OOH mock-up ad, created using Adobe Illustrator and Photoshop
Socials
Experiential
The experiential pop-up event would be held in highly populated areas that the target frequents such as Dundas Sqaure. It would include a tent design, flyers about the cause, information about free contraception, and a collaboration with Durex.
The collaboration with Durex was chosen after research into the currenty free contraception campaign. The idea of free contraception came after people had lived in England and noticed that conception was already free there. Free contraception in England includes hormonal contraception and condoms, so the free hormonal contraception in British Columbia is only the beginning. The aim of working with Durex is to show the brands support for the cause and potentially lead to condoms being added as an option for those living in British Columbia and the rest of Canada.
A vending machine offering free Durex condoms would be at the experiential event, with a box design to match the rest of the campaign. The box would include free condoms, stickers, and an information card with a direct link to a petition supporting free contraception.
Experiential mockup featuring a standing banner, pop-up tent, flyer, condom boxes, and a free condom vending machine
Free condoms vending machine mockup
Mockup of condom boxes from the vending machine
Mockup of condom packaging from the vending machine
Information card given in the box of free condoms
Stickers given in the box of free condoms
Art Director: Heather-Amie Madigan
Strategist: Purathani Varatharajah
Copywriter: Jack Kelleher
Strategist: Purathani Varatharajah
Copywriter: Jack Kelleher
