FRI (a Norwegian term meaning free) is the new name and identity of the anti-smoking campaign of the Social Health Department in Norway. Bleed has been involved in the process of giving the campaign a new name, and revitalizing the look and shape of it's content. The concept revolving around the identity, is to emphasize every kids opportunity to make up it’s own mind and therefore bubbles are a graphic element used throughout the profile to portray different feelings and emotions. As kids in the age group 13-16 generally make a point of being accepted as individuals, the need for several different bubbles was something we considered important.
Following the strict guidelines of the Social Health Department, all text is highly legible and all information easily accessible.