Kenna Kay

title: Switch Campaign
company: Spunk Design Machine
category: Public service

I was immediately attracted to the Switch Campaign by the boldness of both the colors and the graphics. The Switch logo had caught my eye in an earlier round of the competition; it’s fun and illustrative typeface made me think of a board game. I was excited to see the Switch concept spun out into an entire campaign.

The premise of Switch is simple, to get kids to eat better, move more and watch less TV. Coming up with an innovative way to get kids to follow a plan that they’ll stick to was the hard part, but doing it on a seemingly conservative budget is what ultimately impressed me. The Switch Campaign stood up to pieces that had expensive production techniques and big budgets for illustration. Using only two colors, basic paper choices and simple iconography, the campaign managed to stop all the judges. The graphics were inviting, making kids want to pick up a pencil and fill in boxes, tally up scores. The information was clear and straight forward, written with both kids and parents in mind. Using the logo elements of the arrows throughout unified the pieces and carried through the idea of making progress. And the many elements: the stickers, the activity jar, the switch-down-screens, time-counter box, the tickets with pieces to perf out, trade stick added up to a fun engaging and interactive way to teach kids important habits to maintaining a healthy lifestyle.

In the face of many perimeters the designers succeeded in creating a clear fun and efficient tool to better kids lives.