A public health campaign that
blended facts with funny
@DogAndTom was a social media campaign produced in collaboration with the Middlesex-London Health Unit. It was made for males age18-24 at risk of nicotine addiction via cigarettes and vaping in SW Ontario. Weekly posts paired comic strip stories based on the lived experience of a former smoker with health science research. During its three-year run (2021-2024), 160 weekly comics were created, two 24-page booklets were published and distributed at key events, and a bevy of promotional merch and prizes were awarded to quarterly contest winners. At 2400+ instagram followers, its the most-successful youth-targeted public health program in MLHU’s history.
A typical @DogAndTom strip followed the classic 4-panel square comic strip format. The illustrations and font size were optimized for cellphone reading. A bold, simplistic black-and-white palette was strategically selected to stand out from other forms of social media content.
Narrative content was designed to appeal to a broad base of young males, therefore a multi-ethnic cast of characters working in relatable settings was chosen.
The humour is irreverent and topical, incorporating themes of work, relationships, health and responsibilities.
Satirizing the tobacco industry’s devious marketing practices proved to be a popular trope amongst the audience.
Illustration
Storytelling
Humour
Social Media Management
Graphic Design
The Tobacco & Vaping Fact Check was a content segment using Instagram’s story feature.
Each week followers were quizzed on their knowledge of nicotine and tobacco with linked citations to healthcare studies backing up correct answers.
This interactivity provided valuable insight into our audience’s beliefs and values.
Research
Analytics
Content Creation
Social Media Management
Illustration
Graphic Design
Two print publications were produced and distributed at strategic locations throughout SW Ontario for Free Comic Book Day.
Content from social media posts was reformatted for each of these digest-sized (5.5”x8.5”) booklets.
They feature full-colour covers and monochromatic interiors.
Each booklet features a 24-page self-contained story about the impact of nicotine addiction and QR code links to helpful resources.
Project Management
Strategic Marketing
Storytelling
Digital Illustration
Book Layout
Graphic Design