Branding | Marketing I Advertising | Graphic Design
Case study
The context
Client
American Academy of Pediatrics
Agency Role: Art Director, Kingswood
AdvertisingYear: Mid-1990s
Mediums: Educational Posters, Public Health Calendar
Client: American Academy of Pediatrics (AAP)
Before founding Thin Cow, Jacquelynn Beckers served as Art Director at Kingswood Advertising, where she led creative for major healthcare and public education clients.
One standout body of work from that period was a national campaign developed for the American Academy of Pediatrics, aimed at promoting child and adolescent safety through accessible, visually compelling public health messaging.
This retrospective highlights the campaign’s poster series and calendar—a body of work that still reflects the clarity, visual purpose, and message-first mindset that would later define Thin Cow’s philosophy.
The work
Poster Series: Health & Safety Messaging
Jacque art directed and designed a series of large-format posters addressing high-risk youth topics—from injury prevention to teen driving and secondhand smoke. Each piece was carefully tailored to resonate with its intended audience—whether displayed in schools, clinics, or community centers.
Play Safe
(11" × 17")
An inclusive playground scene paired with safety guidelines for caregivers and public spaces.
Prom Night
(17" × 22")
Bold, graphically stylized typography highlights sobering statistics about teen motor vehicle fatalities—balanced by a clear call to action.
Secondhand Smoke Awareness
(17" × 22")
A powerful, emotional visual paired with health messaging aimed at expectant and new mothers.
Think & Survive
(17" × 22")
Urban-style graffiti typography offers a high-impact reminder for teens to avoid drinking and driving.
Traffic Safety Calendar
In addition to the posters, Jacque developed a full-year 15.5" × 11" calendar (folding out to 15.5" × 22") designed for school and family use. Each monthly spread emphasized a key safety topic with bright colors, icons, and digestible takeaways—making important messages part of everyday visibility.