Flu.gov

Company Overview

Flu.gov is a public service website that aims to educate the public on matters regarding flu prevention. With the number of influenza infections on the rise, they needed help to reach a wider audience.

Key Features

1. Connect a well known idea with an unexpected twist to make viewers think more deeply about the issue of the flu

2. Use an abrupt, thought-provoking tone that leaves a lingering thought or question in the viewers’ minds

3. Create a more interesting and easily understandable face for flu.gov through a visual campaign

4. Utilize unexpected media to call attention to the issue at hand

Concept

We live in a viral world, from the digital to the physical. A virtual network of individuals connects us constantly, but we often forget that it also exists in the real world. From the spaces we share, to the objects we touch, the flu can easily and unknowingly travel along our connections to quickly spread and infect the unsuspecting.

Establishing Styles and Standards

Flu.gov was in need of a total visual transformation. We created a friendly and vibrant identity that would not only catch viewers’ attention, but leave a lasting impression.

Trademark

A simple mark using the letters in “flu” forming a syringe generates a welcoming notion of a flu shot that will automatically let viewers know the subject of the campaign.

Type

Brandon Grotesque was chosen for headlines as a bold yet friendly typeface. ATC Overlook complements the bold headlines as legible body copy at many sizes. Both typefaces are web-safe for fast and easy use on digital media.

Reversed Out Graphics

Using a unified grid system, multiple graphic sets were created to add dimension and visual interest to the campaign throughout its many platforms.

The Results

With this system of standards, we built an integrated digital campaign that will not only call attention to flu.gov, but help the population protect themselves against the flu virus

Website

We reformatted the flu.gov website to streamline information for quick user intake. By reorganizing pages and featuring key information, we ensure that viewers find what they are looking for in an easy and timely manner.

Outreach

In order to bring attention to flu prevention and increase traffic on the website, multiple mediums are utilized. From out of home advertisements to social media outreach and participation, flu.gov will reach more of the population and help lower influenza infections.

Connection Calculator

Digital screens displaying a growing number and a compelling headline will be placed in strategic high-traffic locations. Near each screen will be a motion sensor that will increase the number on the screen each time a person passes it. This data will feed into the flu.gov system and be used for other advertisements as well as a microsite that allows viewers to learn more about the flu network.

Animated Posters

Using the data collected from the connection calculators, animations of abstracted connection maps will be placed in densely populated areas to reveal how the spaces we share create a network we may have never noticed. These animated posters will present an intriguing question and call the viewer to visit the microsite to learn more about the flu network.

#dontgoviral

Throughout a variety of social media, a hashtag of the campaign tagline will strengthen and compel the online population to be more aware of how they could be connecting with the flu offline. A mixture of tweets, Facebook posts, and Instagram hashtags will make #dontgoviral go viral.