The hospital was tasked with creating a campaign to empower kids in Philadelphia to get tested for STIs.
"Iknowushould2" was the result. Its a campaign that was created to be intentionally vague, tapping into the curiosity of youth and their desire to be ahead of the trends. It was also kept vague to encourage kids to go to the website where they would then be able to learn about STIs and testing locations near them.
To stay in keeping with the youthful theme, we shot everything using Instagram filters and even produced a video using our iPhones with filters.
We wanted this message to come from kids, and not from us, so the hospital brand was omitted from the campaign and just added to the bottom of the site as a disclaimer. T-shirts were created and distributed to schools and clinics . Signage went up in buses, trolleys and subways cars, as well as on platforms for each.