Studio Behind 90 partnered with Johnson & Johnson (JNJ) to develop and execute the TB Warriors campaign, an expansive public health initiative aimed at raising awareness, dismantling stigmas, and educating communities about tuberculosis.
Marked as our studio’s largest and most comprehensive project to date, this collaboration challenged us to step far beyond our traditional role as visual creators. Studio Behind 90 took on a full-service agency capacity, running an end-to-end multi-platform campaign that balanced creative direction with rigorous medical education. Through this deep immersion, our team gained an unprecedented understanding of the disease, translating complex health data into high-energy, accessible, and life-saving community knowledge.
Visual Design Language
As showcased in public health communication does not have to be clinical, sterile, or frightening. We intentionally built a vibrant, high-contrast illustration system using bold blocks of pink, yellow, and blue.
By applying approachable, character-focused line work to serious concepts, such as lung anatomy, community activism, and symptom isolation, we successfully stripped away the heavy stigma traditionally associated with public health campaigns.
Interactive Web & Content Strategy
The core engine of the campaign was a dedicated educational microsite designed to encourage active user participation rather than passive reading.
- The Scenario-Based Microsite: We developed an interactive interface where users are presented with real-world scenarios—such as a colleague coughing in an office or an individual showing symptoms at a local eatery. The site prompts users to choose how they would respond, immediately educating them on correct health protocols.
- Sustained Social Narrative: To keep the public engaged over the long term, we managed a disciplined content calendar for the official Instagram channel@warriors.tb. This included once-a-week educational feed postings alongside a bi-weekly video series. Each video episode was structured as a clear, bite-sized guide focusing on three pillars: What is Tuberculosis?, How to Discover Symptoms, and How to Seek Treatment.
Gamifying Public Health
Our internal studio research into interactive web and social media frameworks paid off substantially through the development of custom Instagram AR filters. To drive organic reach among younger demographics, Studio Behind 90 conceptualized, designed, and programmed three distinct interactive mini-games:
- “Tilt to Defeat”: A high-energy, face-tracking movement game where users tilt their heads to maneuver an on-screen character and physically defeat virus blocks.
- “TB Trivia”: A quiz-based filter designed to test user knowledge about the transmission and cure of the disease. To expand the regional footprint of the campaign, we localized and engineered the trivia mechanics across three additional languages: Indonesian, Thai, and Tagalog (Philippines), allowing international audiences to share their scores online.
- “Odd One Out”: A visual puzzle filter requiring users to quickly identify characters presenting actual tuberculosis symptoms amidst a crowd of healthy individuals.
