Part of the Centers for Disease Control (or CDC) mission is to prevent disease by raising awareness of public health issues. With this in mind, they released a campaign targeted toward African American and Hispanic audiences emphasizing the ways that improving communities can improve overall health. This ad campaign, called Our Communities Deserve, features several key design concepts that you can study and bring into your own work. Click through the slideshow below to learn more.
|
Where does the viewer's eye first go when looking at this ad? The focal point of this layout is the dominant image of the friends laughing as they walk down the street. Not only does it convey safety and healthy living, it also speaks to the target audience of people in cities who want to be more active.
How did the designers use color and contrast here to tell a story? Notice how the photo of road construction is desaturated and dull, with an uninviting warning barrier across the image. An arrow, implying change, then draws the viewer's eye to the more colorful, welcoming photo of smiling, active friends.
What do you notice about the font used here? What is the goal, or call to action in this ad copy? The font looks like handwritten chalk or crayon, which has a friendly feeling. The call to action is to get viewers interested in adding more pedestrian friendly infrastructure to their cities, and urges them to start by visiting the CDC website.
How did the designers of this ad make accommodations for their target audience? Since this campaign is geared toward Hispanic people, the designers released versions in Spanish, making sure that the message reaches as many people in the target audience as possible.
Here is a version of the same campaign, but designed as a web banner. Why would the CDC make a version like this? As more and more people spend time on the internet, old-fashioned print campaigns don't have the same impact they used to. Creating a version of the web will likely reach much more people, and clicking on the ad is a simple way to drive interested viewers to the website. |
 |
