The Alberta Veterinary Medical Association wanted to raise awareness around antimicrobial resistance, and communicate the severity of the problem without directing blame.
The first step was targeting veterinarians through a direct mail program that included an info-graphic poster, a brochure and a flyer. The print materials provided the tools needed to start a conversation between vets, pet owners and livestock producers about the issue.
This campaign also included targeted social media posts, an online interactive quiz and a dedicated landing webpage on the ABVMA’s Alberta Animal Health Source website.
My role on this project was as Campaign Strategist (brainstorming concepts and outlining their execution) Art Director (coordinating with front-end developers on website development) and Graphic Designer (producing all printed material and supporting digital assets).