We were asked to promote osteopathic medicine as a preferred pathway towards a medical career. We were given information and statistics that AACOM and its member schools wanted to promote as part of this initiative, but we were asked to promote the information in a humanizing and personal way. Specifically, banners were requested that would be used within student recruitment emails for those who were thinking about medical school as the next step in their career.
We took the approach of isolating the single most important factor that makes osteopathic medical education distinct: its students. By highlighting the students, faces could be added to the statistics, and readers could see medical students like themselves following their dreams. The colors were chosen to align with the Choose DO campaign while providing a calming and welcoming feel to the message.
