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Mission: Oxygen

AstraZeneca · 2022–2025

Designing a campaign to influence behavior at scale

A public health campaign for AstraZeneca focused on reducing smoking among youth, combining education, digital communication, and large-scale outreach.

Challenge

Design assets for the second cycle of the campaing conducted in Croatia.

Design a communication system that:

  • resonates with younger audiences

  • simplifies complex health messaging

  • works across digital, events, and educational formats

  • remains credible while being engaging

My Role

Led creative and art direction across the entire campaign.

  • Defined the overall creative concept

  • Directed visual language and communication style

  • Led execution across all campaign formats

  • Oversaw consistency across influencers, video, and digital channels

Insight

Traditional health communication struggles to engage younger audiences because it feels distant, authoritative, and easy to ignore.

 

To break through, the message needed to exist within formats they already trust and consume, shaped by peers, culture, and content rather than institutions.

Idea

Shift from top-down messaging to peer-driven communication.

 

Instead of traditional campaigns, the message was delivered through voices the audience already trusts.

Execution

Creative direction for the shooting of two music videos communicating the themes of the campaign.

The campaign was built around influencer-led communication and original content formats.

  • Influencers acted as campaign ambassadors, creating authentic and relatable communication

  • Two music videos served as central campaign assets, translating key messages into culturally relevant formats

  • Supporting content extended across social media, events, and educational initiatives

Content Engine

The campaign was structured around a scalable content system:

  • hero content (music videos)

  • influencer-driven distribution

  • supporting educational and social media content

This approach enabled both reach and deeper engagement.

Impact

900,000+

400,000+

17,000+

users reached on Instagram

reach on Facebook

engagements

Strong engagement driven through influencer participation

Kampanja za roditelje AZ M02 Kaktus.mp4

Case Study video

Why it worked

Instead of telling people what to think, the campaign embedded its message into formats they already consume.

 

Influencers and music turned communication into content, increasing both reach and engagement.

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