Post Cards To My Younger Self
Big Tobacco has infiltrated queer spaces for decades, targeting the LGBTQIA+ community with menthol tobacco. The Postcards to My Younger Self campaign sought to educate the audience of the harms of menthol tobacco and the part the tobacco industry has played in getting them hooked.
Project Overview
The Challenge
The Washington State Department of Health needed a campaign site to raise awareness about how the LGBTQIA+ community is disproportionately targeted by menthol marketing. The challenge was to design a single-page experience that could deliver resources, helplines, and authentic community stories within very limited time and budget. Midway through the project we pivoted to include an interactive quiz, creating a more engaging way for users to reflect on their relationship with menthol while still keeping the site lightweight and accessible.
The Process
Discovery
In the discovery phase I reviewed the campaign brief and identified the core goals: raise awareness about menthol targeting in the LGBTQIA+ community and connect users to local resources for quitting. Because the project had very limited budget and hours, I worked with the client to prioritize what content was most important and how it could fit into a single page. Early on it became clear that the site needed to be more than just informational, so we decided to include an interactive quiz to engage users and guide them to tailored resources.
Design
With the content and priorities defined, I began designing the single-page layout in Figma. To keep the project within budget and time constraints, I used Relume components as a foundation, which allowed me to move quickly while maintaining flexibility for customization. The layout guided users from the campaign’s core messaging into the interactive quiz, then on to local quit resources and the ‘postcards to my younger self’ video series. This structure ensured the site was both engaging and accessible while staying realistic for development.
Delivery
In the delivery phase, I supported the launch by completing final QA/QC checks to ensure the site aligned with the approved designs and accessibility standards. Once refinements were addressed, our developer delivered the finished site. The live campaign page now provides a clear and engaging experience that combines interactive tools, resources, and authentic community storytelling.
The Solution
The final design delivered a single-page campaign site that combined clear messaging, an interactive quiz, local quit resources, and a video series featuring LGBTQIA+ community members sharing advice to their younger selves. Built in Webflow with Relume components, the site balanced storytelling and interactivity.
The Outcome
The campaign launched successfully and even gained appreciation on Reddit, where community members highlighted its authenticity. Despite the challenges of working under a minimal budget and limited hours, the project reinforced my ability to adapt, work quickly, and collaborate effectively. I also gained valuable experience in leveraging tools like Relume to accelerate builds without sacrificing quality.