Did you know?
Children can internalize racial bias by the age of 2 years old.
Johnson & Johnson partnered with Some Spider Studios to create a suite of engaging, informative content around raising children with an awareness and understanding of racial bias. Our team created a video series, live event, social posts, articles, lists of resources and more, as a part of this award-winning project.
I hired designer Russell Shaw to create an identity for the entire package, and directed Lou Harding through the process of building the hub page on the CEROS web-building platform. I commissioned illustrator Alycea Tinoyan to create the illustrations, which we used both on the website and on the articles hosted on Fatherly.com & ScaryMommy.com.
In the end, not only was the project a dream to execute, it also garnered recognition from several industry organizations including Adweek, M&M Global Awards, Digiday and Pressboard.
View more results in the BDG write-up here.
A Dynamic Showcase
The web home for the From the Start package was designed to be not just a collection of content, but a resource-packed destination for parents looking for a little help with discussing race with their kids.
Over the flight of the campaign, we rolled out new featured articles and videos weekly.
Animation & Interaction Highlights
Two of my favorite parts of the site are the rotating stats in the By The Numbers carousel and the custom cursor feature. The first for it’s simplicity and effectiveness, and the latter for simply being a cool piece of tech (that drove home the theme of the content).
Branded article pages
Rather than hosting articles itself, the hub page linked out to content on the Fatherly and Scary Mommy sites. This gave us the opportunity to present a cohesive set of illustrations for use across the hub & brand pages.
Alycea Tinoyan created beautiful depictions of the everyday scenarios where parents encounter questions about race and racial bias. The From the Start color palette was woven into Alycea’s conceptual artwork, giving the series a colorful throughline and connection to the broader package.
The mobile experience
