Integrated Public Health Campaign
Back-to-School Immunizations
Be Proactive. Be Prepared.
A countywide communication system designed to encourage families to complete school immunizations before the annual back-to-school rush.
Client
Florida Department of Health in Escambia County
Role
Campaign Development, Creative Direction, Design + Production
Scope
Integrated Public Health Campaign
Audience
Parents and caregivers of school-age children in Escambia County
The Challenge
Move families from last-minute reaction to early action.
Each summer, the department experienced a predictable surge of caregivers trying to complete required school immunizations immediately before the start of the school year. In some cases, families did not realize requirements were incomplete until they received notices from the school, adding pressure at a time when appointment availability was already limited.
The campaign needed to encourage families to act earlier while clearly communicating that both school immunizations and physicals could be scheduled before the back-to-school rush.
Priority audiences included families with children entering K4 and K5, students entering seventh grade, and families new to Florida who needed immunization documentation for school enrollment.
The goal was simple: make preparation feel easier than waiting until the deadline.
Setting the Focus
A proactive message instead of a pressure message.
Campaign development was collaborative. Working with the communications manager, we established messaging that focused on preparation rather than deadlines or consequences.
Once the copy was established, I led the creative direction and translated the message into a visual campaign system that could work consistently across outdoor, print and digital applications.
Building the Visual System
Bright enough to get attention. Structured enough to stay consistent.
The visual direction worked within Florida Department of Health brand standards while using a brighter, more youthful expression appropriate for a back-to-school audience.
Turquoise and yellow created strong contrast and visibility across formats. Open Sans provided a clean, highly legible typographic foundation, while the bracketed headline treatment and child-focused photography gave the campaign an immediately recognizable voice.
Designing Across Formats
One campaign. Multiple points of contact.
The system needed to remain recognizable whether someone encountered it while driving, scrolling, visiting a school, attending an outreach event or walking into a department location.
Outdoor
Billboards and temporary street signage extended the campaign into high-visibility public spaces.
Social + Digital
Social media graphics and web banners extended the campaign into online environments.
Schools
Flyers were sent directly to schools near the end of the school year so families could receive the message before summer.
Community Outreach
Printed flyers supported outreach events and gave staff a practical leave-behind for caregivers.
Print Advertising
Magazine advertising expanded the campaign into additional community-facing media.
Department Locations
In-house digital placements reinforced the campaign for visitors already engaging with department services.
Campaign System
Consistency Across Every Format.
The campaign identity was adapted to fit each medium while preserving the same headline treatment, photography, color relationships and visual hierarchy.
From Communication to Action
The design connected families to a real next step.
The campaign was not intended to stop at awareness. Caregivers were directed toward appointment scheduling, while summer pop-up clinics created additional opportunities to complete required immunizations.
See the Message
Families encountered the campaign across outdoor, school, community, print and digital channels.
Understand the Need
Clear messaging encouraged caregivers to address school immunizations and physicals before the last-minute rush.
Take Action
Caregivers could call to schedule an appointment or use summer pop-up clinics as additional access points.
Production + Implementation
Creative direction through final deployment.
My role extended beyond the initial campaign concept. I designed the collateral system, adapted it across multiple formats, and coordinated implementation with internal teams and outside vendors.
This required maintaining visual consistency while preparing artwork for formats ranging from small digital placements to large-scale outdoor advertising.
- Campaign creative direction
- Collateral design
- Format adaptation
- Production preparation
- Vendor coordination
- Internal staff coordination
Outcome
A campaign built to return.
The campaign was deployed countywide across outdoor, digital, print, school and community channels. The visual system proved flexible enough to continue as the department’s annual back-to-school campaign, returning each year with minor adjustments while maintaining the core identity and message.
Selected Work
Explore Another Project.
Brand systems, editorial design, campaigns and visual communication.