Spread the Love
2021
CLIENT
Health Canada (College project)
SERVICES
Campaign concept & design, print design, experiential marketing concept & design
Spread the Love was a college project developed for Health Canada to promote COVID-19 vaccination during the height of the pandemic. The campaign faced the challenge of encouraging vaccination amid widespread hesitancy and public fatigue.
The goal was to create a vaccination awareness campaign across print and experiential channels. A key requirement was to avoid typical government visuals, such as needles or vaccine vials, and instead create a message that felt approachable and hopeful.
Recognizing vaccine hesitancy as a major barrier, I focused on shifting the narrative from fear to hope. The campaign slogan, “Spread the love, not the virus,” was created to move attention away from the vaccine itself and toward the shared responsibility of protecting one another. Friendly, colourful illustrations became the core visual element, helping the campaign feel warm and optimistic. The use of vibrant colours also allowed the designs to stand out in busy urban environments. The illustrated characters represent people from diverse backgrounds, reflecting that everyone is part of this situation.
For the experiential component, the campaign partnered with Tim Hortons. I designed branded to-go cups using the campaign colors and slogan, as well as a special gift card that encouraged people to share support and check in on others during a time of limited social connection.
The final campaign communicated public health messages with warmth, inclusivity, and optimism. Illustration-led visuals, clear messaging, and a culturally relevant experiential partnership helped Spread the Love reframe vaccination as an act of care for individuals and the community.
