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The Context

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Developed in collaboration with ACT (AIDS Committee of Toronto), this campaign reinterprets harm reduction principles through culturally relevant visuals designed for nightlife and sauna environments.

The Challenge

Institutional harm reduction messaging often fails to resonate within nightlife environments.
 

The challenge was to create culturally authentic materials while maintaining clarity, safety, and accessibility.

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Condom & lubricant packaging system

Creative Direction

  • Nightlife-inspired visual language

  • Expressive illustration reducing stigma

  • Vibrant color systems balancing playfulness and clarity

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The visual approach allowed harm reduction messaging allowing harm reduction messaging to exist naturally within nightlife environments rather than appear as institutional intervention.

The Role

  • Defined visual concept and illustration direction

  • Designed the campaign visual system and packaging

  • Developed cross-platform print and digital assets

  • Maintained visual consistency across all touchpoints

Design Strategy

  • Translated harm reduction messaging into nightlife visual language

  • Used character illustration to normalize safer behaviors

  • Built a modular color system for multi-environment deployment

  • Designed for fast comprehension in low-attention club settings

Instagram carousel design for ACT Toronto’s “Hot Nights, Clear Minds” campaign, featuring illustrated social media posts promoting mental health awareness and harm reduction in nightlife environments.

Social media adaptations

Poster design for ACT Toronto’s “Hot Nights, Clear Minds” campaign featuring illustrated characters, nightlife visuals, and a QR code promoting harm reduction and mental health awareness.
Illustrated poster from ACT Toronto’s “Hot Nights, Clear Minds” campaign encouraging aftercare and mental health awareness after nightlife activities.
Illustrated poster from ACT Toronto’s “Hot Nights, Clear Minds” campaign encouraging self-check-ins and mental health awareness during nightlife activities.

Print posters

The Results

Established a recognizable harm reduction presence across nightlife spaces

Enabled direct access to ACT resources through QR engagement

Created a scalable visual framework for future community initiatives

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Awareness Sticker

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