Educating about the dangers of hidden sugars

Challenge
A small non-profit, formally known as P2 Collaborative of WNY, needed help with a new campaign they were launching to shed some light on the hidden sugars in school beverages. The goal was to educate teenagers aged 12-18 on the dangers of hidden sugars so they were better prepared to make smarter decisions when it comes to their purchasing behavior and ultimately encourage them to drink water instead. 

Execution
I worked with a copywriter to concept a series of posters and partnered with an outside photographer to shoot the beverage bottles. I then used Photoshop to replace the label names and transform them into cautionary words so, at first glance you visually recognize the brand, and then are able to register the deeper messaging.

These posters were used throughout the Cattaraugus County school district and also versioned as digital ads on the non-profit’s website.