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Program Logo
Informational Flyer
Microsite
Parent Toolkit with Resources
digital billboard (4th street)
Digital Banner ( Ad) with public video announcement
Targeted Digital Ads with video public announcement
CAMPAIGN ARCHITECTURE

Back2Sleep
Public Awareness

Project Overview

This project focused on building a public awareness campaign for Mecklenburg County Public Health to help reduce unexpected infant sleep deaths. In 2019, 85 babies in Mecklenburg County died in their sleep. The campaign needed to transform urgent health guidance into a clear, accessible, community facing brand system that could educate parents, grandparents, childcare providers, doctors, and nurses across multiple channels.

The Challenge

The challenge was to create a campaign that could reach multiple caregiver audiences with information that was both easy to understand and emotionally persuasive. In many households, especially when mothers were working, grandparents and other caregivers played a major role in infant care, making it critical that safe sleep education extend beyond parents alone. The work required a culturally competent approach that could simplify guidance, build trust, and create consistency across communications, community outreach, and digital engagement.

The Idea

The concept centered on creating a public health campaign that felt clear, supportive, and immediately actionable. Rather than relying on clinical language alone, the campaign translated safe sleep guidance into a recognizable and approachable identity system. Back 2 Sleep was designed to keep the message simple, memorable, and repeatable, reinforcing the safest sleep behavior while also encouraging breastfeeding as part of healthier sleep conditions. The creative approach balanced warmth, clarity, and visibility so the message could reach caregivers in a way that felt direct without becoming overwhelming. 

The Structure

A multi channel campaign framework was developed to organize messaging, outreach, and visual consistency across touchpoints.

Project scope:

  • Research and analysis

  • Community engagement strategy and implementation

  • Strategic alliances and partnership program

  • Multi channel strategies

  • Brand name and identity

  • Segmented marketing strategy with communications

  • Persona development

  • Marketing materials and collateral

  • Communications strategy and content development

  • Brand strategy

  • Brand voice and messaging

  • Collaborative digital communications strategy

  • Social media strategy and content development

  • Website landing page for safe sleep

This structure allowed the campaign to work across educational materials, digital outreach, social media, and community facing resources while maintaining one recognizable voice and visual identity.

The Execution

The execution translated the strategy into a broad public facing campaign system. Deliverables included the campaign logo, educational flyers, a Parent Resource Guide, posters, social graphics, banner applications, a dedicated landing page, and digital resource layouts. Together, these materials created a consistent identity across print and digital touchpoints while making the information easier for caregivers to access and understand.

Execution included:

  • Campaign naming and identity

  • Public health messaging and brand voice

  • Educational flyers and print collateral

  • Parent resource materials

  • Website landing page

  • Social media content and digital ads

  • Community facing materials designed for multiple caregiver audiences 

The Outcome

Back2Sleep created a cohesive public health campaign with measurable digital engagement, including 211,404 exposures.