Project Goal:

Develop a multi-platform social change campaign focused on encouraging bystander CPR in the presence of a woman in distress. The campaign needed to dispel fears around legal or physical repercussions and center the core message: saving a life is always the priority.

Process:

This campaign was built around the urgent need to shift public perception and empower everyday people to act decisively in emergencies. I created a bold visual identity that was direct, emotionally charged, and easily adaptable across platforms and uses. The messaging centred on clarity and immediacy, using language that cuts through hesitation, paired with stark, high-contrast visuals to evoke a sense of urgency and moral clarity. Each campaign element was designed to reinforce the message in a practical and memorable way: Social media assets use short, punchy, emotional images of real people and bold typographic statements to increase shareability and engagement across platforms. Billboards featuring the same content are blasted on the sides of buildings. Sweaters with printed CPR instructions transformed clothing into wearable education. First aid kits were rebranded to include the campaign’s call to action, acting as both a resource and a reminder.

Reflections:

This project was a chance to design with purpose and create work that could literally save lives. I leaned into the power of repetition, visibility, and tactile engagement to reinforce behavioural change. By treating each medium as an opportunity for education and empowerment, the campaign lives beyond a single message: it becomes a movement. The result is a public awareness effort that’s both emotionally resonant and strategically executed across physical and digital spaces.