Campaign Strategy + Visual Communication
Travel Clinic Campaign
Promoting preparation without naming the service.
A seasonal public health campaign designed to encourage travelers to prepare for international travel while working within a state-directed messaging restriction.
Client
Florida Department of Health in Escambia County
Role
Campaign Development, Creative Direction + Design
Scope
Print + Digital Billboards, Magazine Advertising
Campaign Periods
Summer Travel + Holiday Travel
The Constraint
How do you promote a health service when you can’t name the service?
The department needed to promote its Travel Clinic to residents preparing for international travel. A state office directive, however, prevented the campaign from using the word “immunizations” in the advertising.
That removed the most direct way to describe one of the clinic’s primary services and shifted the communication challenge from explaining what the clinic offered to communicating why travelers should visit before leaving.
The campaign had to sell the value of preparation, protection and confidence rather than the service itself.
Finding the Message
Put the Traveler
at the Center of
the Communication.
I participated in the messaging process with the communications team and led the creative direction once the core messaging was established.
Rather than focusing on clinical terminology, the campaign used simple travel-oriented language built around readiness, health and protecting the experience.
Building the Campaign System
Designed to communicate quickly at travel speed.
The visual system paired destination-focused photography with large, condensed typography and short messages that could be understood quickly from a moving vehicle or digital display.
Each concept used the same basic image-and-message structure while allowing color, photography and copy to shift with the destination or travel moment.
Designing Across Formats
One message system. Different levels of attention.
The campaign had to work in media environments ranging from seconds of billboard exposure to longer-form magazine advertising.
Print Billboards
Large-scale outdoor placements relied on bold type, simplified hierarchy and minimal copy.
Digital Billboards
Digital executions maintained the same campaign structure while supporting multiple rotating concepts.
Magazine Advertising
Magazine ads provided room to explain the Travel Clinic, reinforce readiness and include direct contact information.
Summer Travel
Multiple creative concepts within one recognizable system.
Summer executions used destination photography and a range of short travel-focused messages while maintaining the same visual structure and call to action.
Seasonal Extension
The strategy stayed consistent. The travel moment changed.
The campaign was developed for two major travel periods: summer vacations and holiday travel. Seasonal imagery changed the tone without changing the underlying communication strategy.
Summer Travel
Adventure Awaits.
Destination-focused photography positioned the clinic as part of planning for a confident, worry-free trip.
Holiday Travel
Stay protected on your journey.
Holiday-specific imagery created seasonal relevance while preserving the same emphasis on preparation and protection.
Magazine Advertising
More time meant more room to explain.
The magazine format allowed the campaign to expand beyond billboard-length messaging and introduce the Travel Clinic more directly.
The ads reinforced confidence and readiness, described the clinic as supporting travelers’ health needs and provided both phone and website information for the next step.
Extending Beyond Escambia
A local campaign became a reusable system.
The campaign attracted interest from other Florida counties. Multiple counties requested permission to use the work, and in some cases the state office referred local health departments directly to our team.
Depending on each county’s internal design capabilities, I either adapted the campaign materials with their local information or provided the master files so their teams could customize the campaign themselves.
The system was flexible enough to move beyond its original audience, organization and market without requiring a new campaign from scratch.
Outcome
Constraints clarified the communication.
By shifting attention away from restricted service language and toward preparation, health and travel confidence, the campaign created a flexible visual and messaging system that worked across seasons, formats and county boundaries.
Selected Work
Explore Another Project.
Brand systems, editorial design, campaigns and visual communication.