Concepting. Copywriting. Pitching.
"The research is in on PSAs and it's conclusive," our contact told us over lunch. "They don't work. They don't change behavior. But," he took a sip of soda, "I still have a budget for them. And I want to make waves."
With an art director, I created "Shut the flu up" to do just this. A bit crass and sophomoric, the messaging is built to be passed along in middle school hallways, to be relayed with a chuckle to coughing colleagues. This jibbed well with the audiences the city had struggled to reach through its previous flu vaccination campaigns. Combined with the harsh, clashing color palette—the work creates something that doesn't feel at all like a PSA.
But of course, that is the point.