We partnered with the South Dakota Department of Health to fight back against a silent health risk for kids in South Dakota: childhood lead poisoning. While lead exposure can come from many sources, old paint is the leading cause by some distance. Since South Dakota has a high index of homes with lead-based paint, that was our hook. We used paint chips for our key visual element, made up some new color names, and spoke directly to parents with a high-impact, highly motivational campaign.

Role: CD/CW

Ask me about: The unchosen names