Art Direction & Illustration for MMS Campaign with 1,012,000+ impressions
ABOUT
For decades, Eleanor Crook Foundation has been a pioneer in advocacy and grantmaking to fight global malnutrition. The foundation supports scaling high-quality prenatal multivitamins for all pregnant women across the globe.
CHALLENGE
Project Goal was to conduct creative campaigning and digital marketing to integrate prenatal Multiple Micronutrient Supplements (MMS) as part of a holistic women’s health agenda.
SOLUTION/MY ROLE
Art Director & Illustrator
We leveraged insights from the COM-B analysis to identify key target audiences and define the campaign concept and tactics needed to achieve the project’s goals.
The main visual motif centered around rippling water symbolizing the far-reaching impact of small actions illustrated through a penny being tossed into water. The penny represented the daily cost of MMS, while the ripples embodied the supplement’s exponential potential.
The campaign illustrations were inspired by real footage from locations across African countries, as well as by women’s clothing and overall appearance, ensuring authenticity and cultural relevance.
OUTCOME
Raised awareness of the evidence and impacts of MMS within relevant circles of influence to motivate health ministers to advocate for its uptake. Provided health workers with the knowledge and tools to advocate for MMS in health decision-making spaces with overall 1,012,685 impressions from the campaign with 4,25% email-signup conversion rate.
WHAT WE DEVELOPED
Campaign identity, overall feel & look
Animation video
Landing page
Digital ads
Printing Materials
TEAM
Ky Walker — Co-lead, Script-writer, Project-manager
Ellena Ekarahendy — Graphic Designer
Tinge Studio — Animation & Post-Production
Tinge Studio — Web Design
Moodboards & General Art Direction
We developed a bright, contrast palette with soft pastels and bold berry tones, creating a visual motive that feels both feminine and confident at the same time. Typography balances friendly sans-serif warmth with intentional weight shifts.
Script + Storyboard + Animatic
We translated the campaign’s core message into a story of how one small action creates ripple effect. From there, I built an animatic that refined timing, movement flow, and ensuring every moment felt purposeful and aligned with the overall vision.
Diverse and Location-inspired Illustration
Using diverse and region-inspired illustrations allowed the campaign to feel genuinely grounded in the communities we aim to support, rather than speaking about them from a distance.
Post-production + Final Video
In post-production phase we aligned visuals with sound, emplied client's feedback (for example, added convertion of one cent into local currencies - Ghanian cedi, Nepalese rupee, and West African CFA franc), balanced pacing, and developed the final video.
The new video got about 8.7× more views than the channel’s average.
Website Development
We the lead of Tinge Studio, we mapped out the wireframes of future website, including the into of a coin flipping into the water to keep consistency and include the main motif of the campaign in web design as well.
Final Version of the Website
In the final version of the website, we integrated smooth scrolling with overlapping background elements that's supports overall look and feel of the campaign translated into web design with clear call to action (email sign up) with 4,25% email-signup conversion rate.
Digital advertising campaign includes graphics in various sizes with simple and catchy headlines: "One small pill" & "One huge ripple effect". All ads are created in two color variations: dark and light.
Print Materials
We prepared various print materials in brand look and feel for on-site event in Berlin in Autumn 2024.
On-site Event in Berlin
During World Heath Summint in Berlin in 2024, we hosted 30 panel discussions along with distribution of 800 juices in collaboration with Citronela.
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