ST. LOUIS COLLEGE OF HEALTH CAREERS

I Heart Campaign

My Role: Art Director, Designer

St. Louis College of Health Careers wanted to elevate its brand presence with a bold, eye-catching campaignthat appeals to a younger, career-driven audience. With over 40 years of experience, the institution aimed to stand out in the market, targeting women aged 25-35 who might be reconsidering their career path. The client requested WOW-factor elements—including neon lights, 3D effects, and unconventional billboard executions—to disrupt the St. Louis advertising landscape and reinforce their reputation as the "best of the best."

The campaign unfolds in three strategic phases, each designed to captivate, engage, and drive awareness with audiences:

PHASE 1: BRAND AWARENESS – NEON ROPE LIGHTING BILLBOARD

A custom neon rope-light design will illuminate the billboard at night, mirroring the neon signage on SLCHC’s building, reinforcing brand continuity and recognition.

PHASE 2: I HEART CAMPAIGN – 3D INFLATABLE HANDS

This 3D billboard concept will incorporate large-scale inflatable hands forming a heart, creating a memorable, interactive OOH experience. The inflatables can be internally illuminated for added nighttime impact.

PHASE 3: DIGITAL BILLBOARDS, MOBILE ADS
& SOCIAL MEDIA INTEGRATION

DIGITAL BILLBOARDS: Featuring rotating creatives ("flips") showcasing real students and alumni sharing why they "HEART" their careers.

SOCIAL MEDIA INTEGRATION: A user-generated campaign encouraging former students to share their career success stories.

GEOTARGETED MOBILE ADS: Ensuring potential students see SLCHC ads at key locations, including community colleges and career fairs.