"Get Screened" Campaign

In the Fall of 2019, I took on my first large scale branding project for my Bachelor of Fine Arts at Northeastern University. The goal was to create a campaign with a variety of deliverables, and a clear message.

Targeted toward college students, the campaign focuses on the importance of getting tested for the BRCA1 and BRCA2 gene mutations, which are linked to significantly increased risks of breast and ovarian cancer. The name “get screened” is both direct and strategic—it doubles as a call to action, clearly communicating the campaign’s purpose in just two words. A key message in the campaign is the statistic that those with the BRCA1 mutation face up to an 85% chance of developing breast cancer. The campaign contextualizes that number with hypothetical scenarios like “What if you had an 85% chance of getting into a deadly car accident” to help viewers grasp the gravity of that risk and prompt them to take proactive steps.

The campaign includes both a series of posters, a design for a tent and testing site on campus, and postcards.