Background & Goals

What is Sepsis?

Sepsis is a life-threatening medical emergency triggered by the body’s overwhelming response to infection. Rapid identification and treatment are critical, as mortality increases with every hour of delay.

Why It Matters

Many individuals at risk—including seniors, infants, and people with chronic illnesses—are unaware of sepsis symptoms. Because it mimics other conditions like the flu, it’s often missed until it’s too late.

Project Goals

• Develop a high-impact campaign endorsed by the CDC

• Educate consumers and healthcare professionals

• Motivate prevention, recognition, and timely treatment behaviors

Audience Focus

Most sepsis cases occur in community or outpatient settings. We needed a campaign that met people where they are—at home, in clinics, or online.

Initial Research Sources

We reviewed campaigns by organizations such as Sepsis Alliance, The Rory Staunton Foundation for Sepsis Prevention, DART, The Surviving Sepsis Campaign, Septris, and Code Sepsis to identify messaging gaps and opportunities for innovation.

Research, Personas & Strategy

User Interviews & Insights

We conducted interviews with both consumers and healthcare providers to identify pain points, misconceptions, and emotional triggers. Many consumers had never heard of sepsis; healthcare providers emphasized the need for clear, respectful messaging.

Target Audience Personas

Using research insights, we developed detailed personas to guide tone, visuals, and material formats.

Consumer Persona Highlights

• Bryanna Johnson, 34, Sandwich Mom (Caregiver caught between generations, and educating Bryanna helps her protect both her baby and her parents.)

• Lawrence Kelly, 65, Retired Cabinetmaker (For Lawrence, managing chronic illness means staying informed about infection risks.)

• Connie Wesley, 67, Grandmother (Connie is proactive about her family’s health, and materials need to be clear, concise, and motivating.)

Healthcare Persona Highlights

• David West, Urgent Care NP (David is on the front lines, and he needs quick-reference tools to support patient education.)

• Sarah Cummins, ED Nurse (Sarah values timely intervention, and visual reminders help her act fast.)

• Trina Piaz, Ward Nurse (Trina manages high-risk patients, and recognizing early signs is crucial.)

Engagement Strategy

We used a mix of digital, print, and event-based outreach. This included PSAs, brochures, digital toolkits, in-person events, and social media activations.

Branding & Creative Direction

TOOLS USED

Adobe Illustrator
Adobe InDesign

Naming & Messaging Workshops

Through collaborative wordstorm sessions, we explored dozens of campaign name and slogan combinations. We narrowed them down to three finalists:

1. Get Ahead of Sepsis – Know the Risks. Spot the Signs. Act Fast.

2. Sepsis Won’t Wait – Prevent. Recognize. Act.

3. Act Fast. Stop Sepsis – Prevent. Recognize. Act.

Why We Chose ‘Get Ahead of Sepsis’

Target audiences resonated most with the proactive tone and clear call to action.

Visual Identity System

We developed guidelines for the consistent application of the logo, typography, color palette, and tone across all campaign materials.

Public Service Announcement (PSA) Video Concepts

TOOLS USED

Adobe InDesign
Adobe Photoshop

Creative Development

Our team presented several PSA concepts to the CDC using animatics narrated by our team and myself. Final options included:

1. Conversations – Elevating sepsis through everyday discussions.

2. See Sepsis Clearly – A metaphor using an eye exam to sharpen recognition.

3. The Domino Effect – Visually illustrating how quickly sepsis escalates. (Chosen Concept)

Storyboard Voiceover Snippet:

“Infections can lead to a deadly chain reaction called Sepsis. In just hours, it can cause tissue damage, organ failure, and death. Talk to your healthcare provider about symptoms. Learn more at cdc.gov/sepsis.”

Final PSA Video

The 30-second PSA aired nationally and received over 95 million impressions.

Print & Public Resources

TOOLS USED

Adobe Illustrator
Adobe InDesign
Adobe Photoshop

Materials Developed

We designed:

• Posters, brochures, tip sheets, infographics

• Pocket guides for quick symptom recognition

• Multilingual materials including Spanish versions

Audience Differentiation

Materials were color-coded:

• Green for consumers

• Blue for healthcare professionals

PSA Materials

Consumer and Healthcare Professional Materials

Digital Assets & Social Media

TOOLS USED

Adobe Photoshop

Digital Campaign Components

We created graphics optimized for various social media platforms, including Instagram, Facebook, LinkedIn, Pinterest, and X (formerly known as Twitter at the time).

Results (within the first year)

• 387K+ organic engagements

• 295K+ paid ad clicks

• Nearly 1 million visits to the CDC sepsis website

PSA Materials

Consumer and Healthcare Professional Materials

Impact & Recognition

Through strategic research, targeted messaging, and accessible design, we successfully increased national engagement and earned recognition for our creative and public service impact within the first year.

Engagement Metrics

• 173K+ materials downloaded

• 65K+ print resources ordered

• 3.5K+ toolkit views

• 39+ partnership activities

Reach

• 95M+ PSA impressions

• 28M+ reached via paid media

Awards

• Bronze Bulldog Award (Best Government/Public Service Campaign)

• Clarion Award (Multimedia Campaign)

• Blue Pencil Award of Excellence (Public Service Announcement)

Client Feedback

The CDC gave our team top scores in annual reviews and expanded our contract due to the campaign’s success. Our visual design work was especially praised for its clarity, accessibility, and impact.

Final Thoughts

The Get Ahead of Sepsis campaign demonstrates the power of design in saving lives. By combining rigorous research, human-centered storytelling, and scalable design systems, we created a unified national message that reached millions and influenced healthcare behaviors across the U.S.