Visual Communication - "Hautsache"
Creative campaign strategies
Course 224351 Visual Communication
Prof. Gabriele Kille
This module aims to deepen students' ability to develop conceptually well thought-out and target group-orientated communication concepts, which form the basis for sustainable communication in advertising. On completion, students will have significantly and creatively implemented the basic conceptual ideas.
Assignment in summer semester 2025:
Creative campaign strategies to remove taboos from difficult-to-communicate topics
Society and attitudes towards complex and seemingly taboo topics or difficult topics and content have changed. More and more companies have now proven that creative campaign strategies can be used to break down attitudes and mindsets.
Solution approach and campaign objectives
Who we are: "Federal Institute of Public Health"
With our "HAUTSACHE - HAUTTSACHE HAUTVORSORGE" campaign, we are committed to early education and prevention of skin cancer, especially among young people.
Because: Early prevention can save lives.
Our mission: to raise awareness of skin prevention - without fear, but with clarity, proximity and empowerment. For more knowledge. For healthy skin. For a life without late effects.
Target group Young adults:
Typical characteristics: Frequent sun exposure due to travelling, festivals or outdoor sports. Desire for a "healthy glow", but often little awareness of skin damage. No sun protection due to convenience or lack of knowledge. Care and health precautions are playing an increasingly important role, especially on social media.
Communication challenge:
Skin cancer seems too abstract and too far away for many people. A risk that does not play a role in their current phase of life.
Building blocks of the communication strategy:
1. Education with attitude: facts instead of panic, knowledge instead of shock
2. Everyday relevance: Place skin protection where sun is part of the lifestyle
3. Visual presence and pop culture reference: Strong, aesthetic imagery and reference to the reality of life
Communication strategy, channels and touchpoints
Out of Home: Posters and city lights at highly frequented locations such as train stations, universities, outdoor pools and city centres
Brand Collaboration: Nø Cosmetics x Hautsache - sun cream
Merch: Smart companions for the summer
Pop-up campaign: Sampling campaigns with Hautsache stands
Website: A central information platform on skin cancer with tips and information
Social media: Aesthetically prepared edutainment content on Instagram
Student team:
Lena Farrenkopf, Michel Höhn, Mona Maier, Alicia Moll, Greta Peters, Laura Prochnow, Cristina Salazar
