The Shield HPV campaign was developed for the Louisiana Department of Health and centers around education and awareness on the importance of vaccination against HPV. The project consisted of a digital ad campaign, social media strategy and social ad placement, outdoor advertising and the creation of a microsite to drive traffic to.
In Zehnder's research we found that most related or similar campaigns focused on the parents or caregivers of potential vaccine recipients and had a very serious tone. We wanted to take a more playful approach and engage a younger audience that would start conversations with their parents or caregivers about the importance of getting vaccinated for HPV.
I worked closley with the creative and interactive teams in concepting the campaign and creating an interactive, unique and engaging microsite on a very tight budget. My primary roles were product management and UX/UI design direction.