All In

Carnegie Mellon University

When students returned to campus in 2021, the university wanted to do all it could to stop the spread of COVID. A highly persuasive and instructional campaign had been effective at keeping case numbers down during the previous academic year, but the university was looking for a refresh. Working with a designer, I took a softer approach by letting the Carnegie Mellon mascot, Scotty, playfully remind students how they could help keep everyone safe. Signage was strategically placed in high traffic common areas for maximum visibility. Because the materials were printed in-house and there were no media placement costs, the campaign was extremely budget conscious.

The university was delighted with the students' enthusiastic cooperation and buy-in. Many even posed beside the signage for selfies with Scotty, which inspired related social media marketing.