Project Details
During the COVID‑19 pandemic, the Yukon Health Government launched a campaign to keep Yukoners safe and prevent the spread of the virus. The goal was to communicate protective behaviours across the Territory in a way that was clear and accessible to all age groups. The challenge was to move away from traditional medical codes and the heavy seriousness that surrounded COVID‑19 messaging, while still remaining impactful and trustworthy.
The concept, “Six appealing tips to stay safe daily,” encouraged Yukoners to adopt six simple, intelligent behaviours that could protect the entire community. Each safety measure — from keeping hands clean to downsizing indoor gatherings — was communicated in a friendly, encouraging tone that made the guidance easy to remember and follow.
Client from Aasman Brand Communications Agency.
The visual identity broke away from conventional medical aesthetics by embracing colour, playfulness, and approachability. Each of the six tips was paired with a vibrant colour and illustrated in a friendly, engaging design style that transformed serious advice into accessible guidance. The campaign rolled out across digital and physical platforms, including the government website, Spotify, Meta, Snapchat, Google Ads, radio announcements, newspapers, bus ads, tent cards, and posters.
By combining a cheerful aesthetic with clear messaging, the campaign successfully balanced reassurance and responsibility, helping Yukoners navigate the pandemic with confidence and care.
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