pharma-pseudo-cal — spring 2019, brand planning & strategy

CLIENT: LA DEPARTMENT OF PUBLIC HEALTH // focus: strategy, RESEARCH METHODS

All work is 100% conceptual AND was PRESENTED TO LADPH & fraser communications.

PROMPT

Create an anti-opioids campaign effectively targeting 18-25 year olds in Los Angeles.

PROBLEM

After a survey of 99 participants, some introspective thinking, and one-on-one interviews with our peers, we learned that LA youth are ignorant towards the situation. But why?

INSIGHT

Most students at LMU were dangerously unaware of prescription painkillers, blindly trusting their doctors. Prescription pills aren’t seen as “scary” because of their accessibility and prevalence in American culture.

We decided to combat this common mindset by redefining the pill in a three-pronged approach. Our creative and strategic thinking process is laid out below:

ACTION

After writing our own creative brief to support our insights, we came up with some OOH and paid social executions:

Personal Focus

This is the class where I fell head-over-heels for strategy. I loved researching and coming up with new insights, and learning how to write a creative brief was so interesting.

Here’s a tongue-in-cheek online spot I created for this campaign! Even though we were working on a serious campaign, we still found ways to make it fun.

Learnings

This class taught me various research methods, such as semiotic analysis and how to properly conduct focus groups & surveys. I was able to create sharper questions and activities that allowed people to provide the most authentic, in-the-moment thoughts. Overall, this campaign was received very well by professors and our clients. Our OOH creative was eventually published in “Do No Harm” by Harry Wiland and Peter Segall.