The Challenge:

Driven by a shift in drug policy from criminalization to a public health issue, a community outreach organization was looking for a better way to connect with students through a substance abuse awareness campaign. They wanted to create open, honest conversations around addiction and mental health without sounding patronizing, overly formal, or disconnected from students’ lived experiences.

Our Solution:

We felt that a bold subject deserved bold campaign design. Enter the “Yoga Octopus” – an irreverent, playful creative direction paired with vibrant colours, informal typography, and approachable graphic design. Instead of talking at students, the campaign encouraged conversation through a series of question-based educational cards designed to ask questions rather than try to give answers.