Purpose: This is a university-wide, CASE award-winning campaign that directs students to mental health resources on campus and reduces the stigma of accessing resources.

With market research from our student population, I developed characters that represent common emotions or concerns that students may experience— rendered in a colorful, friendly, and approachable hand-drawn manner. The year-long marketing plan was vast and rolled out characters in timely moments— like a “stressed out” character during finals. Or a multi-colored character, an adaptation of a well-known wellness logo on campus, that sometimes steps in to assist the other characters.