Reframing protective health behavior for young people

World Health Organization

A youth-centered public-health campaign that reframed protective behaviors as confident, collective expressions of care and responsibility.

Role

Art Director

LOCATION

Cambodia

FORMAT

Behavior Change Campaign & Social Media Activation

Challenge

After a year of pandemic restrictions, young people in Cambodia were experiencing message fatigue and tuning out public-health guidance. The challenge was to close the gap between awareness and protective behavior by making mask-wearing, hygiene and vaccination support feel expressive, relatable and socially meaningful to Gen Z.

Approach

This Is How Our Generation Does It reframed preventive behavior as a cultural statement of care. Working with local influencers, we created short social films and digital challenges that used humor, dance, peer influence and authenticity to position everyday safety measures as identity-driven acts of love and pride.

Protection as Identity and Care

The communication system positioned protective health behavior as an expression of personal identity, social belonging and concern for others.

Chat Stickers

Telegram stickers turned protective and caring actions into everyday reminders shared with friends and family.

Protection Across Generations

The stories connected individual hygiene and vaccination decisions with responsibility for parents, elders and the wider community.

Outcome

The campaign shifted the tone of health communication from instruction to empowerment. It gave young audiences a more culturally relevant way to express care for family and community, making protective behavior feel social, participatory and connected to belonging.