OBJECTIVE: Fresno County’s Department of Behavioral Health was seeking to advertise the dangers of opioid abuse and reduce the number of people overdosing on fentanyl. STRATEGY: Instead of relying only on a fear-based form of OOH communications, the idea was to appeal directly to vulnerable segments of the community in which different people could see themselves and become better educated. SOLUTION: The word CARE was created as a memorable acronym to encourage the proper response to a crisis and nurture a sense of mutual care. The proposed outdoor signage, which featured Opioid Safe embedded in each of the visuals, was complemented by recommended touch points, from virtual TikTok challenges to pop-up kiosks and parent/student alliances. A critical objective was to make people aware of the life-saving potential of NARCAN, including access to the nasal spray through County resources and pharamacies. A secondary campaign was created that speaks directly to Gen Z through the language of social media.
campaigns
TRAILER (0:50) | PROMOTION (3:15)
In partnership with BOMA International, BOMI International requested the development of branding and all content for an integrated ESG campaign that would generate a series of five 2-hour presentations delivered by industry leaders at an annual conference in Nashville. After filming the event, presentations were post-produced into specific training modules, which have been adopted into BOMA’s learning curriculum. A trailer and promo clip were produced by HRM Creative to boost sales of the training, and can be seen by clicking the links.
OBJECTIVE: Leverage the concept of Planet Building (see Branding) for use in a variety of applications, including large events and sustainability behavior campaigns inside commercial buildings. STRATEGY: Commission an illustrator to develop a bespoke family of superheroes to engage building occupants, then empower property managers to use these characters in creative ways to promote sustainability. SOLUTION: Conceived names and qualities of imaginary heroes to represent aspects of sustainability, designing customized posters and email blasts to inspire building users to achieve their own superpower status. RESULT: Applications included use during Earth Day, and the campaign was especially popular in a local school and corrections facility. Costumes were adapted during Halloween in some commercial real estate offices.
OBJECTIVE: Promote Share Our Strength’s No Kid Hungry initiative, whose “Taste of the Nation” fundraiser attracts celebrity chefs motivated to help end childhood hunger in the United States. STRATEGY: Develop a system of posters and postcards that inspires attendees and potential donors to contribute and become more fully engaged. SOLUTION: Adopt a child’s perspective, allowing them to convey gratitude and appeal to the positive, real-world benefits of opening one’s heart. RESULT: Event raised a substantial amount, which was propelled by the creative.