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Vans x Board of Missoula


Can we bring awareness to Montana's Native American high suicide rates through human connection, community, and a love of skateboarding?

AD & CW : Ann Marie McCollum

Web design : Logan Shrader

Bass guitarist for 'Pearl Jam', Jeff Ament has spent over 7 years opening skateparks in mental health crisis hotspots.

BOM is Montana's original skateboard / snowboard shop and also a supporter of this cause. Therefore we decided to mix in one of the biggest faces of skateboarding culture to help with publicity.

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Keeping the connection to culture while also humanizing the project, we included package design with hand written notes on box.

Using BOM's boards, we brought a touch of Native American history and culture to the project. Each board depicts Native American imagery to tell stories of mental health struggles.

To introduce the campaign virtually, we presented the project logo in a banner ad to be displayed on skateboard community websites.


We used an advertorial spread with information about the collab as another way to spread the word.

We created a hub providing information on the collab and event, as well as a place to donate and purchase boards.

We wanted users to be able to learn about the culture behind the boards by creating an interactive AR experience.

Vans Park Series is a worldwide skateboarding competition. The US event is usually held in Salt Lake City, UT.

To bring more awareness to the campaign and the issue at hand, the VPS US 2022 event will be held in Missoula, MT.

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Stickers make a great addition to spread awareness and bring about conversation around the addressed topic.

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