"Mainstream Movement" – WHO Bus Shelter Poster Series
This campaign is designed for the World Health Organization to encourage daily physical activity in urban populations. The posters use the metaphor of a river to visually represent the idea of making health, movement, and exercise “mainstream.” By literally embedding the campaign message into the curves of the river, the typography flows naturally with the landscape, reinforcing the message both visually and conceptually.
Each poster pairs an overhead river photograph with bold, curved text that integrates seamlessly into the river’s path. The use of all caps sans serif fonts keeps the messaging bold, legible, and authoritative. To support real world action, a QR code is placed in the lower corner, providing a direct link to WHO resources and creating an interactive touchpoint for viewers.
Color contrast and scale were carefully considered to ensure readability from a distance, especially in the busy context of a bus shelter. The speech bubble-style callout text grabs attention and highlights specific calls to action like Bike to work or Move 30 minutes a day. Natural imagery was chosen not only to evoke tranquility but also to make the posters feel refreshing and approachable in an urban setting.
Together, the design elements, typography, imagery, layout, and interactivity, work to inspire daily movement and make public health messaging feel more integrated with everyday life.