MSD
Designed and delivered a short-form video system to promote HPV vaccination awareness among teenagers across YouTube, TikTok, and Meta platforms, using mobile-first layouts and platform-native motion to communicate sensitive health information clearly and effectively.
Year
2023
2023
Client
MSD
MSD
Service
Campaign Design, Motion Design, Digital Strategy
Campaign Design, Motion Design, Digital Strategy
Year
2023
Client
MSD
Service
Campaign Design, Motion Design, Digital Strategy
sketch
Core Sustainability
Project summary
Designed and delivered a short-form video system to promote HPV vaccination awareness among teenagers across YouTube, TikTok, and Meta platforms, using mobile-first layouts and platform-native motion to communicate sensitive health information clearly and effectively.
Designed and delivered a short-form video system to promote HPV vaccination awareness among teenagers across YouTube, TikTok, and Meta platforms, using mobile-first layouts and platform-native motion to communicate sensitive health information clearly and effectively.
Designed and delivered a short-form video system to promote HPV vaccination awareness among teenagers across YouTube, TikTok, and Meta platforms, using mobile-first layouts and platform-native motion to communicate sensitive health information clearly and effectively.
My role
Senior Digital Designer responsible for the digital visual system, ideation, and storyboarding across YouTube, TikTok, and Meta platforms.
Senior Digital Designer responsible for the digital visual system, ideation, and storyboarding across YouTube, TikTok, and Meta platforms.
Senior Digital Designer responsible for the digital visual system, ideation, and storyboarding across YouTube, TikTok, and Meta platforms.
Context & problem
HPV awareness and vaccination uptake among teenagers is shaped largely by digital media, yet most public health communication struggles to feel relevant or engaging on social and video platforms. The challenge was to translate important medical information into content that could perform in fast-moving, teen-focused digital environments while maintaining trust and accuracy.
HPV awareness and vaccination uptake among teenagers is shaped largely by digital media, yet most public health communication struggles to feel relevant or engaging on social and video platforms. The challenge was to translate important medical information into content that could perform in fast-moving, teen-focused digital environments while maintaining trust and accuracy.
HPV awareness and vaccination uptake among teenagers is shaped largely by digital media, yet most public health communication struggles to feel relevant or engaging on social and video platforms. The challenge was to translate important medical information into content that could perform in fast-moving, teen-focused digital environments while maintaining trust and accuracy.
Constraints & considerations
Content had to work across YouTube pre-roll, TikTok, and Meta platform formats
Messaging needed to remain medically accurate and appropriate
Designs had to be legible, accessible, and effective on mobile
Videos needed to communicate key messages within seconds
Brand and compliance requirements had to be met
The system needed to perform across different viewing conditions and platform UI environments
Content had to work across YouTube pre-roll, TikTok, and Meta platform formats
Messaging needed to remain medically accurate and appropriate
Designs had to be legible, accessible, and effective on mobile
Videos needed to communicate key messages within seconds
Brand and compliance requirements had to be met
The system needed to perform across different viewing conditions and platform UI environments
Content had to work across YouTube pre-roll, TikTok, and Meta platform formats
Messaging needed to remain medically accurate and appropriate
Designs had to be legible, accessible, and effective on mobile
Videos needed to communicate key messages within seconds
Brand and compliance requirements had to be met
The system needed to perform across different viewing conditions and platform UI environments
Approach & key decisions
Led end-to-end concept development and storyboarding, shaping how the campaign message was structured and told across all formats in collaboration with medical and campaign teams
Designed a flexible, mobile-first visual system for short-form video
Created a dark-theme version of the UI to support accessibility, platform UI overlays, and low-light viewing conditions common in mobile and social video
Used motion and hierarchy to guide attention to key health messages
Built a modular layout system that allowed rapid adaptation across placements
Balanced clarity, tone, and visual impact
Led end-to-end concept development and storyboarding, shaping how the campaign message was structured and told across all formats in collaboration with medical and campaign teams
Designed a flexible, mobile-first visual system for short-form video
Created a dark-theme version of the UI to support accessibility, platform UI overlays, and low-light viewing conditions common in mobile and social video
Used motion and hierarchy to guide attention to key health messages
Built a modular layout system that allowed rapid adaptation across placements
Balanced clarity, tone, and visual impact
Led end-to-end concept development and storyboarding, shaping how the campaign message was structured and told across all formats in collaboration with medical and campaign teams
Designed a flexible, mobile-first visual system for short-form video
Created a dark-theme version of the UI to support accessibility, platform UI overlays, and low-light viewing conditions common in mobile and social video
Used motion and hierarchy to guide attention to key health messages
Built a modular layout system that allowed rapid adaptation across placements
Balanced clarity, tone, and visual impact
Outcome & impact
The campaign delivered a clear and approachable public-health message across YouTube, TikTok, and Meta platforms, helping increase awareness of HPV vaccination among teenage audiences. The dark-theme design ensured the content remained legible, accessible, and visually consistent across different platforms and viewing contexts, strengthening recognition and usability of the campaign.
The campaign delivered a clear and approachable public-health message across YouTube, TikTok, and Meta platforms, helping increase awareness of HPV vaccination among teenage audiences. The dark-theme design ensured the content remained legible, accessible, and visually consistent across different platforms and viewing contexts, strengthening recognition and usability of the campaign.
The campaign delivered a clear and approachable public-health message across YouTube, TikTok, and Meta platforms, helping increase awareness of HPV vaccination among teenage audiences. The dark-theme design ensured the content remained legible, accessible, and visually consistent across different platforms and viewing contexts, strengthening recognition and usability of the campaign.