CALIFORNIA DEPARTMENT OF PUBLIC HEALTH: GO FOR THE GOOD! CAMPAIGN
Every day is filled with choices, like what to wear, and what to grab for breakfast. Go For The Good is about guiding our audience toward the good, healthy choices in life. So when it comes time for a snack, we want everyone to go for the good-for-you snack instead of the unhealthy one. Our goal for this campaign is to instill this simple mantra into the back of everyone’s mind, so when they are inevitably faced with a decision, the answer is easy; always go for the good. Each piece within this energetic campaign utilizes bright colors and uplifting music to help inspire our audience to make every day a good one.
At Runyon, Saltzman Inc. for CDPH, worked closely with copywriter and social behavior change team to create a visually demanding campaign. Led creative ideation and visual concept for campaign. Created and defined campaign visual aesthetics, wrote and created broadcast and pre-roll spots with writer, produced assets for multiple languages.
VISUAL CONCEPT 1 MOODBOARD
This direction was more bold with lots of energy while still maintaining a family centric tone that resonated with the target audience. Key visual devices included typography interactive with the figures and people in the images. This created a fun visual play on the idea of being more active and excitement around ‘good’.
VISUAL CONCEPT 2 MOODBOARD
This direction utilized a more illustrative look, a nod toward the DIY and blogger mom. This direction maintained the happy and lighthearted vibe with a softer tone.
FINALIZED VISUAL CONCEPT MOODBOARD
Once the visual concept was chosen, the team at RSE revisited the moodboard to show a clear and concise visual direction moving forward.
ECO BOARD EXAMPLES
DIGITAL STRATEGY TACTIC: TWITTER “PARTY” WITH INFLUENCER ON TWITTER.
CALIFORNIA DEPARTMENT OF PUBLIC HEALTH: GO FOR THE GOOD! CAMPAIGN
Every day is filled with choices, like what to wear, and what to grab for breakfast. Go For The Good is about guiding our audience toward the good, healthy choices in life. So when it comes time for a snack, we want everyone to go for the good-for-you snack instead of the unhealthy one. Our goal for this campaign is to instill this simple mantra into the back of everyone’s mind, so when they are inevitably faced with a decision, the answer is easy; always go for the good. Each piece within this energetic campaign utilizes bright colors and uplifting music to help inspire our audience to make every day a good one.
At Runyon, Saltzman Inc. for CDPH, worked closely with copywriter and social behavior change team to create a visually demanding campaign. Led creative ideation and visual concept for campaign. Created and defined campaign visual aesthetics, wrote and created broadcast and pre-roll spots with writer, produced assets for multiple languages.
VISUAL CONCEPT 1 MOODBOARD
This direction was more bold with lots of energy while still maintaining a family centric tone that resonated with the target audience. Key visual devices included typography interactive with the figures and people in the images. This created a fun visual play on the idea of being more active and excitement around ‘good’.
VISUAL CONCEPT 2 MOODBOARD
This direction utilized a more illustrative look, a nod toward the DIY and blogger mom. This direction maintained the happy and lighthearted vibe with a softer tone.
FINALIZED VISUAL CONCEPT MOODBOARD
Once the visual concept was chosen, the team at RSE revisited the moodboard to show a clear and concise visual direction moving forward.
ECO BOARD EXAMPLES