SC Doesn’t Play is a campaign made in the style of the Ad Council which aims to bring awareness to a law in the state of South Carolina that states that any minor under the age of 18 cannot play pinball.

Rather than serving as a reminder for the citizens of South Carolina, I thought it would be an interesting direction to target the campaign at those who travel to and through South Carolina (those going to Myrtle Beach, Charleston, Columbia, Greenville, the Charlotte Airport—the list goes on). Through this placement, people would come to know South Carolina as the pinball-free zone that it is technically supposed to be—although, isn’t in practice.

To nail this messaging, I created personas that envelop these ideas.