Check That Butt Out

CLIENT: MEDICAL COLLEGE OF WISCONSIN

A team of medical researchers out of the Medical College of Wisconsin came to us in need of a campaign for the rather sensitive topic of anal health. They were running a study and needed the campaign to recruit very specific people: Racially diverse gay and trans individuals who were sexually active in Minneapolis, Chicago and Houston. The campaign should be respectful (of course!) and could make use of humor, and the study’s most successful recruiting had historically been through digital ads on gay dating apps such as Grindr and SCRUFF.

I conceived and designed this campaign centered around diverse butts made from parentheses, which made really fun animated gifs when I varied the fonts used to make them. To really drive home the metaphor, the more print-heavy pieces used large parenthesis to call out statistics and factoids that were relevant to anal health, paired with a “read between the cheeks” call to action.