CAMPAIGN ARCHITECTURE
Back 2 Sleep
Public Awareness
Project Overview
Making safe sleep information clear, approachable, and easy to share.
Back 2 Sleep was a public awareness campaign for Mecklenburg County Public Health focused on reducing unexpected infant sleep deaths.
The campaign needed to reach not only parents, but also grandparents, childcare providers, healthcare professionals, and other caregivers with information that was easy to understand and act on.
The Challenge
Turn important health information into a campaign that people would notice, understand, remember, and share.
The message needed to feel supportive rather than clinical while working across different audiences, communities, and communication channels.
The Idea
The campaign centered on a simple, memorable message: Back 2 Sleep.
The identity and messaging were designed to make safe sleep guidance feel approachable and easy to remember. The visual language created a recognizable campaign that could be used consistently across community outreach, education, print, and digital communication.
The System
The campaign was developed as a flexible communication system that could support:
- Parents and caregivers
- Community organizations and partners
- Healthcare providers
- Childcare providers
- Social media and digital outreach
- Community education and events
- Print and environmental materials
The system included a campaign identity, messaging, visual standards, audience considerations, and a collection of ready-to-use materials.
The Execution
The campaign translated the strategy into practical tools for education and outreach, including:
- Campaign naming and identity
- Brand voice and messaging
- Parent Resource Guide
- Educational flyers and posters
- Outdoor and community signage
- Social media graphics
- Digital advertising
- Website landing page
- Partner and community materials
Each piece was designed to make the information clear, approachable, and easy to use, while maintaining a consistent campaign identity.
The Outcome
The result was a cohesive public health campaign that gave Mecklenburg County Public Health a clear and recognizable way to communicate safe sleep information across the community.
The campaign created a flexible toolkit that could be used by staff, healthcare providers, community partners, and other organizations to extend the message beyond a single campaign or communication channel.