CDC Be Antibiotics Aware/Get Ahead of Sepsis

Serving as Creative Director, I oversaw and managed all aspects of strategy and materials creation for the award winning Be Antibiotics Aware Campaign and the Get Ahead of Sepsis campaign, including multiple video and photo shoots.

These projects featured an Emmy-nominated public service announcement “The Right Tool” to send a memorable message to families and healthcare professionals about appropriate antibiotic prescribing and use.

For both efforts, the print and TV PSAs were the cornerstone of campaign materials and were distributed through out-of-home advertising, social media graphics, infographics, and downloadable documents for medical professionals.

Web-based surveys (taken after campaign launch) of more than 1,000 adults over age 18 revealed that the CDC’s educational efforts succeeded in raising knowledge of appropriate antibiotic use among consumers, and in improving self-efficacy.