Unfiltered Facts Campaign

Campaign

Strategy

Art Direction

Advertising

Unfiltered Facts is a youth health advocacy initiative based in Hamilton that focuses on sharing clear, evidence-based information about vaping and commercial tobacco use with young audiences.

The organization partnered with the Mohawk College Graphic Design program to explore new social campaign ideas that could better connect with youth, and I developed this campaign in response.

While there is no shortage of information available, much of it fails to resonate. Health messaging aimed at youth is often repetitive, overly instructional, or easy to scroll past, making it difficult to capture and hold attention in a crowded digital space. This project set out to rethink how that information is delivered, using design to make it more engaging, accessible, and relevant without talking down to the audience.

Rather than relying on fear-based tactics or shock value, the campaign shifts the conversation by highlighting the strategies used by the vaping industry and encouraging critical thinking. The goal was to create something that feels honest and empowering, giving young people the context they need to make informed decisions for themselves.

Unfiltered Facts campaign key visual showing bold anti-vaping messaging in a public advertising context.

Creative Direction

The creative direction was built around a simple belief - "Facts are only effective if people stop to notice them."

Traditional anti-vaping campaigns often rely on statistics, warnings, or graphic imagery. While informative, these approaches can become visual noise in a fast-moving digital environment. I wanted to create moments of pause instead. Messages that interrupt scrolling behaviour and invite curiosity rather than demanding attention.

The campaign uses a typography-first approach where large, bold headlines become the hero of each composition. Messages are concise, direct, and designed to stand on their own without lengthy explanations. High-contrast colour palettes and minimal layouts create strong visual hierarchy, allowing viewers to understand the message instantly.

Imagery is used sparingly and symbolically. Familiar objects, playful visuals, and visual metaphors are juxtaposed with factual statements to reveal the disconnect between how vaping is marketed and the realities behind it. The result is a campaign that feels bold and culturally relevant while remaining factual and respectful.

The creative direction was built around a simple belief - "Facts are only effective if people stop to notice them."

Unfiltered Facts social campaign graphic using stark visual contrast and factual messaging.

Unfiltered Facts campaign layout with youth-focused health advocacy messaging.

Art Direction

Visually, the campaign draws inspiration from editorial design, protest graphics, and contemporary internet culture.

The layouts are intentionally stripped back, with generous negative space and very few elements competing for attention. Every colour, image, and typographic choice serves a purpose. The bold visual language was designed to feel native to social media feeds while avoiding the sterile aesthetic often associated with health campaigns.

Humour and meme-adjacent language are used selectively to make the content feel approachable and shareable without undermining the seriousness of the message. This balance between visual playfulness and factual information allows the campaign to connect with younger audiences more authentically.

Unfiltered Facts art direction example combining minimal design with direct anti-vaping copy.

Unfiltered Facts campaign graphic showing stripped-back editorial visual language.

Unfiltered Facts campaign post designed for clear social media communication.

Unfiltered Facts campaign motion and static advertising assets shown together.

Unfiltered Facts campaign visual system extending into broader advertising formats.

Beyond Social Media

Although the campaign began as a series of social media posts, the visual system was intentionally designed to extend beyond digital platforms.

The same principles that make a post effective online - clarity, contrast, and immediacy - also make it effective in physical spaces.

Large-scale applications such as transit shelters and billboards rely on instant comprehension, so each composition was reduced to its most essential elements: a bold statement, a symbolic visual, and a moment of reflection.

Although the campaign began as a series of social media posts, the visual system was intentionally designed to extend beyond digital platforms.

The same principles that make a post effective online - clarity, contrast, and immediacy - also make it effective in physical spaces.

The system was also designed with motion in mind. Typography can animate with impact, imagery can gradually reveal hidden meanings, and visual metaphors can unfold over time to reward attention. Rather than creating isolated deliverables, I developed a flexible design system capable of adapting across static, animated, and environmental formats while maintaining a consistent voice and visual identity.

The result is a campaign that can live wherever young audiences encounter media, on their phones, in motion, and in public spaces, while continuing to communicate the same core idea:

"You don't need fear to change minds. Sometimes, facts presented thoughtfully are enough."

The result is a campaign that can live wherever young audiences encounter media, on their phones, in motion, and in public spaces, while continuing to communicate the same core idea:

"You don't need fear to change minds. Sometimes, facts presented thoughtfully are enough."

Unfiltered Facts outdoor advertising mockup showing anti-vaping campaign messaging in context.