After Binghamton University received a grant from New York State to address substance use among college students, they approached Idea Kraft to help design a university marketing campaign directed at correcting the misperceptions of peer group norms. The campaign consisted of research, messaging and branding.
Our goal was to create a high impact, high visibility university marketing campaign that students would see and recognize. The campaign was both eye-catching and used audience-appropriate imagery to convey the strong and surprising message. Three visual directions were created and implemented to target different audiences in both print (posters and environmental decals) and web (social media advertising and landing page.)