Copywriting - Alberta Recreation and Parks Health Ad Campaign
Client: Alberta Recreation and Parks Assn (ARPA), ChooseWell
Poster Ad Campaign, 24 x 36 "
Services: Copywriting, Print Design, Photo Editing
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‘Community ChooseWell Challenge’, an Alberta Recreation and Parks Association (ARPA) health awareness organization, requested an ad campaign complete with headline and tagline copywriting displayed in a series of posters promoting healthy fitness and nutrition to communities living in smaller towns throughout the province of Alberta.
The copywriting needed to be innovative, playful, and speak to an audience of varying age and backgrounds in Alberta — while at the same time, meet the regulations required by the government to represent a neutral, non-dictatorial voice to the public.
The images could not portray any specific products or companies. Thus, Photoshop was used to edit imagery and digital illustrations to create familiar, yet surreal environments compiled out of several manipulated images (humorously responding to the ‘play on words’ used in the headlines copy).
