Due to the sombre tone from findings in the 2023 Harris Poll, I was originally directed to pursue photography as the main imagery for this campaign. Stakeholders however, urged the use of illustrations to create an approachable appearance. By modifying various stock illustrations I created a custom narrative that leaned into an optimistic tone while delivering the facts. The illustrations successfully increased B2C engagement on social compared to the previous year’s report campaign and photography was utilized in visuals targeting B2B audiences.