Ran Guo

CTE: Every Hit Matters

An interactive awareness campaign about CTE risks in youth contact sports.

Role
Individual project
Dates
Oct–Dec 2024
Bus stop billboard from the CTE: Every Hit Matters campaign

Self-initiated concept. Not affiliated with or endorsed by the Concussion Legacy Foundation, the NHL or any team.

01

Problem and insight

CTE is a brain condition linked to repeated head impacts, yet public awareness remains limited, even in youth contact sports.

Contact sports: football, hockey, lacrosse, boxing and soccer

Sources: [SOURCE NEEDED]

“The body contact is definitely there. We get knocked around a lot, especially during corner kicks and tackles.”

— Men's soccer player, Boston University

“We've been told about concussions, but CTE is rarely discussed. I think it's something all athletes should learn about, especially if it's a risk even in sports like ours.”

— Women's lacrosse player, Boston University

Insight

Raising awareness of CTE and frequent head impacts could lead to advocacy for rule changes that protect athletes.

Design goal

Raise awareness of CTE risks and empower audiences to advocate for rule changes that protect young athletes.

02

Campaign strategy

What looks like play can leave a mark.

The campaign is imagined under the Concussion Legacy Foundation.

  • Credibility and trust

    An expert voice in concussion research

  • Amplified reach

    An established network of experts, athletes and policymakers

  • Mission alignment

    A shared goal of protecting young athletes

User journey diagram for the campaign
Awareness → engagement → education → call to action → post-engagement.

  • Bus stop billboards

    Broad visibility in everyday settings.

  • Sports arena screens

    Direct engagement where families watch and play sports.

03

The campaign in action

  1. Bus stop billboard, step 1: the poster invites people closer

    01

    Attract.

    "What looks like play can leave a mark." invites people closer.

  2. Bus stop billboard, step 2: a red halo reveals the hidden impact

    02

    Reveal.

    Sensors detect approach; a red halo reveals the hidden impact.

  3. Bus stop billboard, step 3: a QR code to scan and learn more

    03

    Act.

    "Scan to learn more" leads to a petition or donation.

  4. Bus stop billboard, step 4: the poster returns to its original image

    04

    Reset.

    The poster returns to its original image for the next viewer.

  1. Arena screen, step 1: three mascots invite people to touch the screen

    01

    Invite.

    Three mascots: "They play to win — touch to learn what's at stake."

  2. Arena screen, step 2: a touched mascot comes to life

    02

    Choose.

    Touching a mascot brings it to life.

  3. Arena screen, step 3: the mascot shares a message about CTE

    03

    Learn.

    The mascot shares a short message about CTE in its sport.

  4. Arena screen, step 4: a QR code call to action

    04

    Act.

    A QR code call to action, then the screen resets.

Mascots shown are placeholders for original designs.

Both executions in context: the bus stop billboard and the arena screen

04

Prototyping and testing

Billboard visual test: a transparent PVC board over an iPad
Tested the reveal with a transparent PVC board over an iPad.
Arduino test with an ultrasonic proximity sensor
An ultrasonic sensor (HC-SR04) triggers the change as people approach.

Before

My professor asked me to consider content across channels and which audiences would react.

The interactive arena screen before the change

After

On the arena screen, I placed the interactive buttons at children's height.

The arena screen with interactive buttons at children's height