NYC Department of Health | Public Awareness Poster Campaign

Project Overview

In response to the epidemic of school shootings, StudioVald developed a graphic-driven poster campaign for the New York City Department of Health aimed at raising awareness within NYC public schools through visual storytelling rather than statistics.

Concept & Creative Direction

Rather than relying on bullet points or data-heavy messaging, the campaign focused on a single, powerful visual metaphor designed to engage viewers emotionally and intellectually. The objective was to communicate urgency and awareness through imagery that would stop people, provoke thought, and remain memorable.

Execution

The concept, created by artist and designer Peter Vald, depicts a classroom chair with an arm that transforms into a pistol. This unexpected and unsettling visual directly connects the familiar environment of a school with the reality of gun violence, creating a striking representation of the issue.

By reducing the message to one strong image, the poster communicates its intent instantly — without explanation — making it effective in public and educational settings.

Outcome

The campaign delivered a clear, impactful message through minimal means, demonstrating the power of visual metaphor to communicate complex social issues and create lasting awareness.

Role

Concept development, art direction, and visual campaign design

Looking to communicate complex issues through powerful visual storytelling?