Meet Your Genes Campaign
Meet Your Genes is a multi-part campaign with the objective to drive awareness and get more people interested and benefiting from 23andMe health reports. We needed to find an approachable yet informative design solution to show consumers our wide range of reports from lighter ones like caffeine consumption and sleep movement, to heavier ones like breast cancer and type 2 diabetes. To solve this, we worked with product science, research and multiple teams to create an “Edu-taining” world where you can “meet your genes”. Genes like ARMS2 (Age-related macular degeneration) and F2(Hereditary Thrombophilia) were personified as coworkers all in an office building (aka a person’s body) where you can get to know them, their roles and their affect on the functions of the body. This educational style allowed consumers to see science in a new way that was more impactful due to its accessible presentation and as a result, empowered people to learn more about their health and take action upon it.
Role: Lead Designer with Gustavo Rico | Creative Director: Andrew Eaton | Photography: JUCO | Agency: 72andSunny
Challenges and Solutions
7 in 10 Americans who haven’t explored their DNA, said that knowing the health issues they currently have, which could allow them to make lifestyle changes to improve their health and wellbeing, would make them more likely to take an in-home DNA kit. 68% of Americans say they would rather know their genetic health information than not know at all. However, science and genetics can be very daunting—that’s why it’s always so hard to start. It’s generally perceived as hard to obtain or understand—like it’s another language to learn. With this knowledge, we pushed to create a friendly and digestible campaign on a difficult topic. The team and I crafted a full visual system (typography, iconography, color, photography, motion, layout, tone, etc.) for the campaign, directed photoshoots, and worked with vendors to create assets for multiple channels and formats. The visual system helped build consistency for our integrated campaign of video, TV, social, digital, search and audio. We also designed with scalability in mind as this campaign was evergreen and would be used throughout the years with more additions of genes to come in each batch.
