Northwell
Doesn’t kill to ask
The Doesn’t Kill To Ask Campaign
Motivated by every senseless act of violence this country sees on an almost daily basis, Northwell wanted to stand up as medical professionals and do what they do best: treat us. We’ve seen so many commercials pleading for gun control and we knew we had to do something different. Instead of begging our government again, we pivoted to gun owners and begged them to lock up their guns. This small act could save lives, especially those of children who are now disproportionately common victims of gun ownership.
Client
Northwell Health
Role
Design Director
Team
Creative Directors, In-House Art Directors, Contractor (Animator)
Scope
Branding, Print, Social, OOH, Style Guide, Toolkit
Partner
Agree to Agree (formally Hospitals United)
Results
11% boost in brand recognition
25% lift in topic awareness
The Challenge
Since this campaign would live on beyond Northwell, we needed to design something that was recognizable but could also translate easily to other hospitals. We used all the elements familiar to them, including color and font, but simplified it to the basics. We knew these had to deliver their message immediately. Working with a three-tier hierarchy, we tackled a massive rollout that spanned from coast to coast with hundreds of hospitals participating.
Deliverables worked on: art direction, design, production (print, out-of-home, digital, social, video, animation), illustration, color expertise, image search, retouching, copywriting, templates, & guidelines.
Art Direction Concepts
Aly & AJ Partnership Design Exploration
Case Study Video
Campaign Case Study Video including "Ferocious Tiger" Gun Violence Prevention Commercial
Style Guide (45 Pages)
