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UKCMS

My creative partner and I entered the 2026/2027 Creative Conscience awards, where we created a multi-media campaign for UKCMS. This goal of the campaign was to tackle mould exposure and reframe it as something serious to deal with. We targeted students as they are often exposed to mould in poorly maintained student accommodation.

PROBLEM

Many young people like university students are exposed to mould in their living conditions, but often ignore it without realising the risk.

INSIGHT

If something looks cute or unassuming, people will dismiss it as not dangerous.

SOLUTION

A new mascot called Momo who helps people realise that mould is dangerously innocent.

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