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High Alert
Project type
Lead Designer, Copywriting, Graphic Design, Motion Design
Platform
Meta, TikTok
High Alert is a service operated by the Department of Internal Affairs that warns Kiwis about dangerous substances in circulation. They send out newsletters that notify users if a dangerous substance is in circulation, so that they can make informed decisions throughout their summer.
I independently designed these ads to build brand awareness & generate subscription leads. The campaign was launched during the festival season, and targeted 18-24 year olds on both Meta and TikTok. The main challenge of the campaign was building brand trust, and dismantling the watchdog feeling of ads run by the national government. The ads needed to feel somewhat native to a Gen Z feed, and use language that didn’t feel out of place in their own conversations.
The solution was a POV approach: a warning landing in the group chat, or a notification going off mid-festival.
The results of this tactical campaign: 979k impressions, 12k clicks to landing page, and 3k newsletter signups for 2025.
