Boston Public Health Commission
Reaching Teens in a Trauma-Informed Way
How can you create and implement a trauma-informed social media campaign targeting Boston teenagers? We partnered with Start Strong (an Initiative at the Boston Public Health Commission) to promote healthy relationships through a series of text-based videos narrated by the voices of Boston teens.
Audience Research | Inclusive Design | Concept Design | Art Trauma Informed Design | Art Direction | Illustration | Type Animation | Logo Animation | Rebrand Transitions | Sound Design
Social Media campaign | Brand Awareness campaign | Design System | Storytelling Workshop | Content Strategy
1. Creating a design system for a government initiative.
All of Start Strong's work is youth-created, -driven, or -inspired, which means that youth was to be the heart of the social media campaign. The Park Ave Co combined user research with creativity in order to create a unique visual identity that reflected the target population.
Design diversity. The secondary color palette was created using a color vision optimization lens to increase visual accessibility.
2. Human-centered communication strategy.
The Park Ave Co developed a trauma-informed approach for depicting the Wave of Abuse. This violence prevention informational tool shows warning signs and common themes of unhealthy relationships.
3. Infusing diversity in every aspect of production.
The Park Ave Co was dedicated to promoting the voices of Latinx and Black teens. Each social media video featured teens from the Boston area as the narrators. Bilingual peer leaders were recruited to create authentic Spanish ads. As a multicultural team, cross-cultural communication is at the heart of our work.
