MAX FRASER
Mate Drop the Vape - An Anti-Vaping Campaign (2024)
This task was designed to challenge students to address a "wicked problem"—a complex social, cultural, or humanitarian issue that lacks a clear solution. Students were encouraged to use design as a tool for education, awareness, and action. I created Mate, Drop the Vape, a fresh and youth-focused campaign encouraging young people aged 15-24 to help each other quit vaping.
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I designed a visually engaging campaign that moved away from traditional scare tactics. Instead, I embraced an indie, social-media-friendly vibe, crafting trendy and relatable visuals and language that resonate with youth culture. The campaign included branded merchandise, social media content, posters, and out-of-home advertising, all designed to inspire sharing and connection.
Task One - Do Good Design Project
Task Two - Do Good Design Prospectus
Task 2 required students to create a prospectus to showcase the campaign’s purpose, branding, and potential impact. It is a professional document that is designed to pitch the campaign, not just design. This digital booklet highlighted the unique focus on peer support, tackling the social pressures of vaping and redefining it as “cool” to be vape-free. Through this project, I demonstrated how thoughtful, relatable design can drive positive social change by connecting with audiences on their terms.
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