The McDonald Center for Student Well-Being (McWell) is revamping its identity and positioning for the 2018–2019 academic calendar. In collaboration with McWell, I developed a campaign, key messaging, and plan for a strategic roll-out for launching a new social norms awareness campaign, entitled ‘Define Your Normal’.
In a workshop for first year students, the campaign was launched and peer tested. We created a video from interviews with students talking about what it means to define your normal in school. The first year students were then asked to reflect; over 850 students participated. At the end, students were asked to vote on a T-shirt design they would prefer for the campaign. This campaign is continuing to develop, and with insight from first year students, it can become even more effective with targeted messages that meet their well-being needs.