With the creative guidance of Tatum Design, Auburn University returned to modified on-campus operations during the COVID-19 pandemic. Our team helped the institution establish a strong foundation of health and safety through a comprehensive COVID-19 initiative as well as various supporting efforts. The objective of the Auburn Program Specific Poster Series was to provide strategic messages about social distancing, mask wearing and hand washing to specific audiences on campus. The poster series was conceived to help create an immersive environment where safety was always top of mind.

Given the scope of the institution, it was important to define our target audiences for the poster series. Auburn University is made up of many tight knit academic schools and programs. Students spend most of their time in a few buildings, so rather than trying to reach a general campus audience, we focused our efforts on reaching students within each of these programs. Our team designed a simple and sleek visual system that would allow us to integrate tailored messaging into all of the individual school environments on campus. We gathered insights about each of the programs to craft posters that would speak to every unique field of study. Each of the posters featured a clever, customized headline for the specific audience, and the posters were installed in strategic locations within the academic buildings.

The Auburn Program Specific Poster Series was rolled out in all of the schools and has been well received across the institution. As a whole, this highly visible campaign has led to more widespread adoption and compliance with COVID-19 protocols on campus. The posters helped create a personal connection with each audience, reinforce safe behaviors and maintain a healthy environment for everyone.