The idea expands to ambient outdoor channels well, challenging the target to see themselves as a hero, and question what makes a hero when they are least expecting it.
The stickers are to be placed on reflective surfaces in public areas such as bathroom mirrors or train doors: places people tend to be rather STILLlooking at their reflection while they're washing their hands, fixing their clothes or waiting for their stop, the statement changing accordingly.
The design is to be placed at average adult height: the viewer's face is to be framed by the square at the centre of the design, placing their own face at the centre of the media they are consuming. The copy then questions whether the face they see has what it takes to become a hero. Inspiring a change by challenging them.
The design also integrates social media with the hashtag #superdonor, redefining 'donor' as a word synonymous with 'hero.'
Tasked with tackling a social issue of our choice, I chose to plan a campaign for the NHS Blood and Transplant service to encourage more young people to register to become a donor. I wanted to make it clear that almost anyone can donate almost any tissue - and it could save lives if you do.
INSPIRE A CHANGE
The brief asks for a campaign that addresses a young audience and inspires them to make a change with appropriate content in an appropriate tone. The change should be inspired directly, but without seeming too forwardly confrontational.
NHSBT | INTEGRATED CAMPAIGN
ISSUES
COLOURS
The copy-heavy composition remains very minimal thanks to its use of a single simple emblem and clean typography. The limited palette also maintains focus on the most important elements of the design: the copy and graphics.
The light tone is sustained in the rather sardonic copy, again working to reduce the severity of the topic and allow the target to feel less intimidated by the sensitive subject and begin to think about taking action and registering as a donor.
The humour of the campaign is ideal for the 'young' audience defined in the brief, and works to address a sensitive issue in a much more accessible way.
The campaign intends to feel more personal than a standard campaign. While the severity of the subject is lessened by its tone, some compassion is still necessary. Because of this, the 'poster designs' are for placement on small scale settings: magazine, 4-6 sheet posters and other close-range displays.
This hopes to connect with the audience and make them feel more personally targeted: the media is only hitting one person at a time. It does not feel as 'mass-media' as other, larger-scale positions.
FINAL | PRINT
EMBLEM DESIGN
The simple images are to be the only ones in the composition, with them clearly representing the 'superhero' idea I am trying to promote. They are clear, bold and easy to understand, ensuring that the viewer does not spend too much time interpreting this part of the composition and their attention is given to the copy: the key proposition of the campaign.
The cartoon-y style of the graphic works to add a positive, youthful and perhaps jovial tone to the campaign, lessening the severity of the subject while giving the viewer something to think about.
I wanted to emphasise the heroism of those who donate blood and other tissues to benefit others and how their heroic act is different from what is typically considered a hero, playing on the characteristics of a superhero: who doesn't want to be a hero?
FONTS
To assist the hashtag, a 'hero pack' is sent out to all newly registered donors, regardless of what they have or haven't agreed to donate. The pack includes a brief welcome brochure alongside a full-size prop version of the mask featured on the 'elaborate disguises' poster design.
This aims to provoke social media interaction, earning further publicity within the target demographic with recipients of the pack sharing their 'disguises' and establishing a community among those who do.
It allow the target to build a relationship with the brand as well as creating a somewhat viral online campaign: people who want to take part in the #superdonor tag can only do so with the mask, something that is only available upon becoming a donor.
It also develops a sense of exclusivity: being a hero is a rarity. Superheroes are extraordinary but fictional. Superdonors are equally as extraordinary but completely real.
This element, like the rest of the campaign, hopes to inspire change by making the target aspire to be extraordinary in the simplest of ways: register as a donor.
