Alcohol Let’s Get Real
Recipe Cards

My Role:

Lead Graphic Designer and
Production Coordinator

Objectives:

  1. Encourage safe drinking in regards to alcohol consumption this holiday season

  2. Provide community members a reason to hold onto the card, and reduce how many would end up in the landfill

  3. Endure the wet and snowy conditions of late November in Sudbury Ontario (if being handed out during the Santa Claus parade)

Outcomes:

  1. Increased engagement on the formerly active “Alcohol Let’s Get Real” social media channels

    • Including a reach of 120,971 impressions and 3000 profile visits

  2. Over 500 English and French recipe cards handed out to community members at the Santa Claus Parade

  3. Due to popularity, recipe cards were also developed into social media posts to be shared directly with all followers

Design Process:

The process started by working with Public Health dieticians to develop two mocktail recipes to be included on the recipe cards, while also working with Public Health Nurses to develop promotional language to echo the determinants of health developed within Public Health in regards to alcohol consumption.

After finalising messaging, design started with a selection of photography that would engage our target demographic of 19-30 year olds in the Sudbury community. Some of which were still in post-secondary and others who may just be young parents or working professionals. After finding meaningful photography, and workshopping public health messaging to be more relaxed and conversational, the graphics were transposed to create engaging and educational visuals for one of the recipe card’s sides.

On the remaining side of the card, we worked up simple illustrations which depicted our dietician approved mocktails. We used bold colours, and simplistic line illustrations to create drawings that didn’t get too lost in the weeds, but were still engaging enough that community members would want to attempt creating the mocktails on their own.

Finally we moved to production. In order to endure the wet and windy conditions of the Santa Claus parade, the recipe cards would be created in a thin plastic, similar to that of a retail gift card. This would stop the card from turning to mush when dropped in the snow, or held onto by wet mittens. It also made it easier for Public Health staff to hand out without removing their winter gloves as they marched in the parade. This ensured a long lasting incentive item community members could take home from the parade with our messaging.