• Class
  Design Project Center
  
  Year
  2011
  
  Client
  Good Choices
  Ferris State University
  Big Rapids, Michigan
  
  Keywords
  Awareness campaign, brand extension

• Students Tom Engelsman
  Samantha Matthews
  Kourtney Bartz
  Larissa Field
  
  Instuctors William Culpepper
  Alison Popp

The goal of the Good Choices campaign is to separate the perception of the behavior of college students from the reality. A digital application, a series of giveaways, and environmental graphics were designed as a brand extension to communicate to students with a conversational, familiar tone.

Components include

An interactive chat room simulation where a student can have a conversation with “The Debunker” to compare their perception versus the reality of student behaviors on campus in three categories: drug use, alcohol, and sex.

A card game with sixteen cards, each containing either a common activity and a way to make it more interesting.

A Tool Kit is a matchbook-sized envelope which contains a condom. It is designed to combat embarrassment students have when accepting condoms provided by the University Health Center by using discrete packaging and a humorous tagline.

Large window clings will be placed on buildings around campus, carrying a similar message as the stickers. These will direct attention to the Good Choices campaign and the newly-launched minisite. They are printed on a transparent material that is visible only one-way.