Better Campaign — Illustrative Approach

As promised sharing here is the V2 of the "Deserve Better" campaign. Based on some rigorous testing, we found that while the V1 of the campaign was great and achieved what we hoped for, but based on the feedback from nurses, it lacked humor in its messaging — so in addition to the new messaging we also slightly refreshed the look of the campaign and took more of an illustrative approach this version instead of relying solely on photography to inject more humor into the campaign. The illustrations you see on the wild postings above were produced in collaboration with Shirley Chan — a very talented illustrator that I had the pleasure to work with. Let us know we approach you like the most?