Faculty of Design

Advertising

Ariele Roh

Resolve Laser

A Saskatoon laser removal clinic, Resolve Laser Clinic offers complimentary tattoo removals for prison tattoos as these prison tattoos can lead to the further isolation for released prisoners who may be denied an income or housing based on their appearance.As the many of the clinic's clientele face homelessness and struggle with financial issues, the clinic needed to develop a campaign to help clients get past the systemic obstacles of reaching such as not have access to GPS technology or private transportation.To alleviate systemic obstacles that stop clients from reaching the clinic as well as inform clients of the results of the laser tattoo removal processResearch revealed that the clinic was in the middle of suburbs and very distant from where homeless resources, such as homeless shelters would be. However, right next to the clinic was two bus stops. The campaign would specifically advertise on the four lines of buses and bus shelters that would go from homeless shelters to the clinic that would show each step of way by utilizing the healing process of the laser removal.RESEARCH METHODS: MAPPING OUT ROUTES To understand where the clients would be coming from it was important to locate Saskatoon homeless resources to see how far the clinic would be. By using Google maps, it was found that the top five Saskatoon homeless shelters were located in the in the same area. From these locations to the clinic on foot the journey would take 1 hour minimally one way. From this insight, it was clear that this journey would need to be taken through public transport. Researching Saskatoon’s bus stops, 4 bus lines and bus shelters would be would be marked with directions to the clinic. Beyond all else it was critical that the art direction needed to prioritize readability and clarity as clients would be going well out of their way to reach the clinic. Check points needed to be clear so that progress could corroborated with bus stops. The tone of copy also needed to be straight forward due to serious nature of prison tattoos- no narrative needed as it would only assume or obfuscate the priority of the messaging.

“Everyone deserves a fresh start”