Awareness Campaign

Provincial Sexual Health
Awareness Campaign

A 70s-inspired campaign that stopped the scroll on a topic people avoid.

Role: Design & Art Direction
Company: Government of New Brunswick
Tools: Adobe InDesign, Illustrator, After Effects
Year: 2025

Two illustrated phone mockups showing Instagram posts reading 'good sex' and 'c'est génial' in retro 70s type.

Illustrated transit bus ads reading 'STIs' in English and 'ITS' in French, stacked in orange and blue.

Four dark poster designs about STIs and safer sex, with retro rainbow line-art accents.

Overview

Sexual health is a topic that makes people uncomfortable before you’ve even said anything. The challenge wasn’t just what to communicate, but how to get people to actually stop and read it.

STI rates were climbing and the campaign needed to encourage safer sex across the province. Previous years had leaned into silly, lighthearted creative; I wanted something that could still be playful but carry enough weight to feel credible. A 70s-inspired visual language became the answer.

SOCIAL MEDIA POST | PAID AND ORGANIC

SOCIAL MEDIA REEL | PAID AND ORGANIC

SOCIAL MEDIA VIDEO | PAID

Outcome

The creative director and senior director of marketing were both genuinely enthusiastic. The social posts told their own story: more comments and traction than usual, with plenty of people weighing in that the government had no business in their bedroom.

AA

WCAG 2.1 contrast across the palette

EN/FR

bilingual, double the deliverables

People talking, sharing and arguing about a government sexual health campaign is proof of the campaign working. The best creative for uncomfortable topics doesn’t hide from the discomfort.

Real World Conditions

Designed for a Canadian winter.

Road salt, sand and snow cover everything for almost half the year. Legibility under real conditions is something I design for from the start.

A real transit bus in winter conditions displaying the French-language 'ITS sont en hausse' ad, covered in road salt and slush.

A real transit bus in winter conditions displaying the English-language 'STIs are on the rise' ad, covered in road salt and slush.

Illustrated mockup of the French-language transit bus ad, 'ITS sont en hausse', on a blue background.

Illustrated mockup of the English-language transit bus ad, 'STIs are on the rise', on an orange background.

Approach

Make them do a double take.

The goal was to stop someone mid-scroll and earn a second read when they landed on the copy. My job was to make sure the design set that moment up.

01

A 70s visual language

Dark backgrounds, retro striped line work, a restrained palette with simple imagery. Playful enough to pull people in, considered enough to make the topic take it seriously.
02

Broad, but not generic

The audience ran roughly 18 to 45, so the creative had to work across contexts. Anything clinical or preachy would only make people look away faster.
03

Bilingual & accessible

Everything was produced in English and French, with English displayed primarily, and all colour choices tested to WCAG 2.1 Level AA.
04

Into film

A filmed awareness ad carried the same system into live action. The colour palette to typographic hierarchy all matched my direction. Watch it for yourself here in ENGLISH or FRENCH.