The problem of access to safer-sex education information for teens has been largely solved by ubiquitous internet access. But teens still face barriers to access when seeking safer-sex products.


UnderCover reduces these barriers with a clever distribution strategy that plays on the concept of hidden messages and utilizes the existing infrastructure of public libraries. The system incorporates web design, packaging, a promotional strategy, and an ingenious distribution plan that makes teens safer.

UnderCover

Course // Thesis Project at George Brown College

Medium // Brand identity, strategy, website, advertising materials, motion graphics, and packaging

Recognition // RGD Student Awards 2015 Honourable Mention in Digital Marketing, Adobe Design Achievement Awards 2015 Semifinalist in Social Impact Design



Target Audience

Canadian teenagers that face barriers to accessing safer-sex supplies, such as embarrassment, transit difficulties, restrictive parenting, or insufficient finances

Objective

The goal was to develop a comprehensive design strategy which addresses the need for teenagers facing barriers to access to obtain safer-sex materials in a comfortable, friendly, and discreet manner.

Method

Data-based research was the first stage of identifying the main barriers teens can face. Based on this, I developed a strategy based on the prioritization of privacy and the agency of teens to make their own decisions. This strategy leverages a combination of mobile-based ordering of products and public library pickup points to maintain privacy and facilitate convenient access. To support this concept, I built a fully animated site that explains this process succinctly. I also designed a modular packaging system for the products. An ad concept was also developed which plays with the brand theme of surreptitiousness by incorporating hidden messages revealed by blacklight.