The visual and messaging approach was designed to dispel stigma, demystify the test process, and reduce perceived effort.Step-by-step “how to” graphics demystified the test process.A creative system that was cohesive, flexible across formats, and directly contributed to exceptional campaign results.Design work revolved around empathy, reassurance and clarity: Visual reminders (e.g., to-do lists, phone pop-ups) subtly nudged users to return their kits.
