Mission Hospital wanted a creative campaign to dispel the assumption by students that most high school kids in South Orange County drink alcohol. Data showed students don’t like to be told not to do something. An approach using lifestyle images of students enjoying time with their friends, is reinforced with a statistic stating more than 3/4 of teens don’t drink. This direction empowers them to continue to make smart decisions and find strength in knowing most of their peers don’t consume alcohol.
Conceptualization, Art Direction, and Design