Campaign story

This work was completed in collaboration with the team at Madison Ave. Collective.
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The Corvallis Police Department was in search of an alcohol awareness campaign that better resonated with its college-aged students at Oregon State University. With alcohol related incidents being an ongoing issue it was clear that traditional methods of engaging students were not working. Instead, the Police Department needed something different, something original.

Design strategy

With the advance in technology over the last decade in particular, the way that college students interact with one another has drastically changed. One of the most influential elements in modern communication is what we call the emoji — an illustrated depiction of an emotion, idea, or an object.
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Emoji’s are used primarily on social media and via text message, but they have become so familiar to the millennial that naturally it made sense to create a campaign based around them. Hence, the emoji solo cups were born.

Color palette

Typefaces

Award winning campaign

The campaign gained traction quickly and has since attracted attention outside Corvallis: In June, the department was named a finalist for the Center for Problem-Oriented Policing’s Herman Goldstein Award, along with four other police agencies in the United States, United Kingdom and New Zealand.

Surveys of students attending campus events conducted by the Health Department found 73 percent of students surveyed had seen the campaign materials. The Corvallis Police Department also saw a 20 percent decline in the number of alcohol-related incidents.