The Ministry of Social Development in New Zealand partnered with Vice through an initiative targeting young New Zealand men aged 16-19, focusing on navigating relationships and breakups. Their research revealed that a significant majority of young people, 55%, lacked confidence in ending relationships without causing harm. Love Better was created and is part of Vice's Own The Feels vertical on both Vice AU and NZ platforms.
I had the privilege of leading this campaign, crafting a visual identity that not only aligned with government standards but also resonated with boys aged 16-24. A challenge, but one I loved.
My responsibilities encompassed art and video direction, visual identity and illustration aspects of the duration of the campaign.
Agency: Ministry of Social Development, Clemenger, Vice AU.
As seen on: The Guardian, CNN, New Zealand Herald and more.
