Julie | Creative Director

Julie

Julie is a healthcare company that sells emergency contraceptives and tries to make them accessible by changing the stigma around them. They wanted to appeal to college students. They wanted to be fun. They wanted to be playful. Through my creative direction, we achieved a campaign that did just that. I helped develop a humorous yet sensitive approach to addressing an important topic. We created a lighthearted tagline to ease the tension around emergency contraception and make the conversation more relatable and approachable. By using humor in a delicate space, the content balanced education and engagement while keeping the tone respectful and inclusive.

For the brand message, we needed an element of humor to make the topic of emergency contraceptives, which is often surrounded by stigma, more relatable and fun.

We also needed to tie the messaging in with our goal of attracting college students. We came up with the tagline "When You Don't Want Your Semester To Turn Into A Trimester", an ode to students who weren't yet ready to be parents. This was incorporated into the social media content.

I did my research on different potential venues and set designs that would fit the message and came across a pink classroom set which was perfect: it fit both Julie's brand colors as well as the college theme that they were going for.

The campaign video was successful, reaching 1 million people!

Watch the video here: