Gluten Explained is in-depth digital and print campaign that helps people make informed choices about their food and lifestyle. The campaign targets grocery shoppers, ages 22-39, that are easily influenced by social media trends. To reach the target audience, I choose to tackle the problem with lighthearted humor and a friendly personality. Quirky flat illustrations were used to tone down the seriousness of the subject. A pastel color palette, accompanied by a hand lettered headlines give design a human-look that is more approachable. The campaign is marketed through social media and a dynamic website with many interactive elements.