Attendance Awareness Campaign
Norwich Public Schools
Role: Creative Direction, Campaign Strategy, Visual Design
Deliverables: Billboards, interior and exterior banners, attendance trackers, bell-time postcards, notification cards, bookmarks, posters, and promotional items (pencils, wristbands)
Tools: Illustrator, Photoshop
Deliverables: Billboards, interior and exterior banners, attendance trackers, bell-time postcards, notification cards, bookmarks, posters, and promotional items (pencils, wristbands)
Tools: Illustrator, Photoshop
Overview
This district-wide attendance awareness campaign was designed to reframe school attendance as a daily habit with long-term impact. The initiative delivered a clear, optimistic message across billboards, banners, and in-school materials, reaching students and families across multiple touchpoints.
Challenge
Attendance messaging often relies on warnings or punitive language, which can disengage the very audiences it aims to motivate. The district needed a campaign that communicated the importance of attendance without shaming, while remaining legible, memorable, and appropriate for multiple age groups.
Billboard 1 (Target Grades Pre K - 4)
Billboard 2 (Target Grades 5 - 8)
Billboard 3 (Target General)
Strategy
The strategy focused on habit formation and future-oriented thinking, linking consistent attendance to long-term success. Messaging was segmented by grade level and reinforced through repetition across high-visibility and daily-use materials to build recognition and recall over time.
Key strategic decisions included:
– Segmenting messaging by grade bands (Pre-K–4, Grades 5–8, General Audience)
– Pairing optimistic headlines with supporting facts where appropriate
– Designing for repetition through multiple touchpoints to reinforce recall
– Creating visual consistency so the message felt unified across all placements
– Pairing optimistic headlines with supporting facts where appropriate
– Designing for repetition through multiple touchpoints to reinforce recall
– Creating visual consistency so the message felt unified across all placements
Banner 1 (Target Grades Pre K - 4)
Banner 2 (Target Grades 5 - 8)
Design Approach
The visual system paired bold color, approachable illustration, and hand-lettered typography to create a feel that is human, encouraging, and accessible. Designs were optimized for clarity at a distance while remaining engaging up close, ensuring consistency across both large-scale media and classroom environments.
Attendance Tracker, Bell Time Postcards, Notification Cards, Bookmarks
Pencils
Wristbands
Posters for Grades Pre K - 4
Posters for Grades 5 - 8
Outcome
The campaign provided Norwich Public Schools with a cohesive, adaptable attendance system that could be deployed district-wide and sustained over time. By shifting the tone from compliance to encouragement, the initiative supported broader conversations around student success and long-term academic outcomes.
