Fred Hutchinson CRC

Working with a team from Fred Hutchinson Cancer Research Center, I began with research into the reasons students smoke. Reasons ranged from smoking’s perceived stress-reduction properties to the effects of peer group pressure and a feeling that they were immune to the health risks. Discussions with college student focus groups revealed a recurring theme of anger at the tobacco industry’s manipulation of their age group once they were made aware of the facts.

My work on Target You includes strategy, brand name and tagline, logo and print, posters, postcards, and giveaway bags with notes and stickers.

The Target You campaign for the Fred Hutchinson Cancer Research Center was awarded a Sappi Ideas That Matter award and grant for its creativity and effectiveness.