University of Chicago Medical Center, along with a consortium of other health professionals embarked on a project to promote adolescent health. One of the challenges was to create engaging and culturally relevant visuals to "front-end" and then reinforce the project team's message. Their desired outcome was to successfully encourage parents (guardians) to have their children immunized and to ultimately illustrate the correlation between adolescent and adult wellness.

I developed the "4 LIFE" concept both as a play on words (for) and as a nod to the 4 required vaccines for kids entering middle school. The heart and circle are widely recognized symbols for care and wellness. I then suggested that instead of searching for a "comfortable synonym" for the word immunize, that we use the word in the ad campaign.

Finally, I created the ad copy "Give Young Girls the Opportunity to become Old Gals", which summed up the core purpose of this health initiative.