Hannah Newson Ravensbourne College of Design and Communication. Alzheimer’s Society, leading the fight against dementia. PROMAX 2009
Primary Aims of Campaign: Within this brief I have been asked to develop a supporting communication strategy that works in accordance with Alzheimer's Society’s house style and brand guidelines. The strategy must also work in conjunction with ‘Skin’ - a 20 second television advert Alzheimer’s, which is already being broadcast. I need to develop a concept and marketing tactic that will raise awareness of dementia, which will draw a greater audience to the service, in turn the audience should feel compelled to donate money to the cause. The target age group of this brief has been set at 40-60. However I think it is important to engage as many people as possible into this campaign, as there is a vast lack of understanding about the severity of this condition on both the sufferer and the family. I think it should be made as apparent as possible to young and middle aged that this organisation does exist, and the more they put into it now, the more they may get out of it in future.
Style Restrictions: The way in which we can produce our ideas is limited, as there is already a specific template I need to work to. This means I cannot work with animations and illustrations, as I was initially inclined to. Instead I must work with Live Action and Photography with clean typographic layout, and regard for typefaces and specific colour palettes.
twine
woven
link
support
connect
gain
ribbon
How to make the Target Audience feel connected to the client: The brief requests that a mark is developed which represents the cause and the Society. I feel the mark should work in conjunction with a tag line, and the two should work together to give meaning and to connect the customer to the brand. After really brainstorming the relationships between the sufferer, the family/carer and the audience, it became clear to me that the best way to reach the audience wasn’t through making the sufferer look weak, but to allow them to genuinely sympathize with all the people effected by Alzheimer’s, primarily the family, and then subsequently, the sufferer. I think it is important for us all to realise the difficulties the carers have in offering support to their loved ones, and I think they must feel as lost and confused as the elderly family member who has Alzheimer’s. This is what the mark, the tag line and the main body of content need to shout about.
my icon
supporting the supporters
supp
or tin
g the
supp
or ters
supporting the supporters About the icon: My icon is two hands reaching up from a tag line that says “supporting the supporters”. The hands are designed to look specifically like one blue ribbon. I decided to use a ribbon because it’s in keeping with services that do similar things for specific diseases like aids and cancer. I have chosen to use Alzheimer’s blue for my ribbon, as it’s a strong and respectful colour, as well as being inspiring and positive. The hand drawn illustrative styling of the ribbon is specifically designed to look personal and charming. However it could be produced photographically also. I think that the associations that come with a ribbon are that they are strong, yet soft, attractive, can be used to bind things, and are generally quite nostalgic. The two hands represent support, a helping hand, to the sufferer and to the family. The idea of using two hands instead of one was a conscious decision, as I wanted to the logo to suggest that this could either represent the service, the carer, or both working together to provide stronger reinforcement. This double meaning works in relation to the tag line also. 4
important messages
1 in 3
people over 65 will die with dementia
Everyone
almost everyone will be affected
What will convince them to pay attention? Keeping in conjunction with “Skin” advert, the poignant fact of “1 in 3” is something I will carry into my design vehicle. I think this is a punchy fact that really makes a statement about the severity of Alzheimer's. If this isn’t enough of a statement to promote action amongst the public, the extension from this fact is that if 1 in 3 people over 65 will die with dementia, the chance of one of your family and loved ones having dementia in your lifetime is high. Again, this is the tactic of connecting the target audience to the sufferer via the family and carers. Both of these statements will appear in various ways throughout my campaign.
all media must include:
How do I ensure my message is consistent? I need to ensure that my entire campaign feels related across all media. Not only does do my own design guidelines need to be consistant, but the guidelines provided by Alzheimer's must also be carefully applied, and balanced, to ensure the origional brand is present. Throughout all advertising there will be the four things listed above. These will remain the backbone to the campaign, and then various different images, behaviors and personalities can be added in accordance.
poster campaign
Mum knows more about history than I do,
Leading the f ight against
but she doesn’t remember yesterday. www.alzheimers.org.uk/donate
supporting the supporters
Here is an example of my poster concept. The background colour is from the Alzheimer's colour palette, the typeface is FSAlbert , the correct font for this client. The image was acquired direct from the Alzheimer's branding guideline website, and all imaged used through project are. The logo has been applied over the photograph, an opaque white band has been placed over the image, as it stipulates in the guidelines that the logo can only be laid over white, light blue or a pale photograph. The band brings down the contrasting colours in the photograph, allowing the logo to stand out on the poster. The typographic content follows a structure Alzheimer's already use within their flat work, where the larger body font sits on top of a key line, and then subtext is positioned below. The mark appears in the same half as the content, as it binds the two statements together. It also gives it clear space, which I would like the mark to have at times.
poster campaign
My husband can remember all the words to his favorite song, but he can’t remember my name. www.alzheimers.org.uk/donate
supporting the supporters
Another poster design with the same guidelines applied.
Leading the f ight against
poster campaign
My Dad still remembers how to fly a Spitfire, but he doesn’t know who I am. www.alzheimers.org.uk/donate
supporting the supporters
Another poster design with the same guidelines applied.
Leading the f ight against
poster extension
Leading the
Mum knows more about history than I do, but she doesn’t remember yesterday.
the Leading f ight against f ight against supporting the supporters
www.alzheimers.org.uk/donate
Here are the same concept guidelines applied to a large 48 sheet billboard poster, and the side of a double decker bus.
www.alzheimers.org.uk/donate
poster campaign extension -tube my husband can remember, how to fly a spitfire
how he felt when war ended
the crowning of Elizabeth II
sex drugs and rock’n’roll when England won the world cup
the name of his first pet
how to make tea but he cant remember who I am
Leading the f ight against
supporting the supporters www.alzheimers.org.uk/donate
I have adapted the poster style to fit tube advertising. Above is an example of how to concept can be spread down posters next to the escalators. The statements read rather impressive at first, highlighting exciting and eventful memories, but as the viewer travelsdown past the posters the messages become more everyday. This ensures the maximum attention is gained through the time is takessomeone to pass. The second advertisement shows how a similar design to the poster can be applied within a tube carriage.
viral campaign - web banner My Grandad remembers how to fly a spitfire...
My Grandad remembers how to fly a spitfire...
but he doesn’t remember who I am.
Leading the fight against
supporting the supporters www.alzheimers.org.uk/donate
For the Internet virals I have decided to incorporate live action. This will take the place of the coloured background and the photograph. I decided this would be a more engaging way to use the motion side of things, as will also fit within brand better. I have decided for this viral idea that I will use a clean looking footage of a day time sky rolling past. Each viral will loop every 6-8 seconds, and when clicked on will redirect you to the donation and information website. The idea behind the virals is that they work with the stories that have been told elsewhere. This one for example is an extension of the man who can still remember how to fly a Spitfire. The way in which the motion graphics appears is simple, it starts with the first statement appearing from 0 opacity to 100% opacity, then fading into the second part of the statement. The second statement fades away to blue sky, then the logo, mark, tag line and website all fade up together.
viral campaign - web banner My Grandma knows more about history than I do...
My Grandma knows more about history than I do...
but she doesn’t remember yesterday.
Leading the fight against
supporting the supporters www.alzheimers.org.uk/donate
Here is another example of how the narrative stories within the posters can be applied to virals. This viral is a very similar concept to the one previously, all that is different is that the footage is of a poppy field, and we zoom out from a close up shot to a distant shot of flowers dancing in the wind. The relevance of the elderly lady remembering history and the poppy fields is a reference to the Second World War. All moving image should be an iconic referance to the story being told.
viral campaign - web banner My Dad pioneered Thermal Imaging...
My Dad pioneered Thermal Imaging...
but now he doesn’t remember what it is.
Leading the fight against
supporting the supporters www.alzheimers.org.uk/donate
Here is another example of how the narrative stories within the posters can be applied to virals. This viral is the same concept at the two before, just with another story being told. This is the story of the elderly man who pioneered thermal imaging. To reference this, I have chosen to use candles, as they are also a representation of hope, which is a nice icon to have within overall message. The camera starts close to the flames, making an abstract pattern of colour and shapes, slightly similar to that or thermal images, as we pull out, we realise that we are looking at candles, and the final two seconds we see the flicker next to the logo and tag.
television campaign
Audio: Outside ambiance, noise of plane in air. Action: Clouds rolling past, plane in sky. V.O - “My Grandad tells me that he can still remember how to fly a Spitfire...”
1 in 3
Audio: Outside ambiance, noise of plane in air. Action: Clouds rolling past, plane in sky. V.O - “But he doesn’t remember who I am.”
Leading the f ight against
supporting the supporters
www.alzheimers.org.uk/donate
Audio: Outside ambiance, noise of plane in air. Action: GFX appear on screen. Clouds Roll. V.O - “1 in 3 people over 65 will die with Dementia, but nearly everyone will be effected by it.”
Audio: Outside ambiance, noise of plane in air. Action: GFX appear on screen. Clouds roll. V.O - “The Alzheimer’s Society specialise in caring for sufferers of Dementia, as well as Supporting all family and loved ones who are effected by it .”
The television advert represents in full what the internet virals cannot, due to time and impact constraints. This advert would be 15-20 seconds long. As with the virals, the clouds are all live action, and motion graphics are placed over the top. Although these adverts are very simple, I think with the correct narrative, pacing and sound design they could be very effective and iconic, almost slightly moving. As this client is also seen to be within the charity side of things, something that looks to flashy and edgy will throw their humble and trustworthy appearance.
television campaign
Audio: Outside ambiance, distant gun fire. Action: Poppy field sways in wind. V.O - “My Mum knows more about the history of Britain than I ever will.”
1 in 3
Audio: Outside ambiance, distant gun fire. Action: Poppy field sways in wind. V.O - “But she doesn’t remember what she did yesterday.”
Leading the f ight against
supporting the supporters
www.alzheimers.org.uk/donate
Audio: Outside ambiance, distant gun fire. Action: GFX appear on screen. “ ” V.O - “1 in 3 people over 65 will die with Dementia, but nearly everyone will be effected by it.”
Audio: Outside ambiance, distant gun fire. Action: GFX appear on screen. “ ” V.O - “The Alzheimer’s Society specialise in caring for sufferers of Dementia, as well as Supporting all family and loved ones who are effected by it .”
This is the storyboard for another television advert, using the reoccurring story of the lady to can remember the war, but can’t remember what happens day to day. Within the television adverts I want to emphasize the 1 in 3 face, as we have the time and correct medium to explain it in.
television campaign
Audio: Machine whirring, abstract fire noises. Action: Flames flicker, establishing shot is abstract like thermal imaging camera. V.O - “My Granded pioneered thermal imaging years ago when he was an engineer.”
1 in 3
Audio: Machine whirring, abstract fire noises. Action: Poppy field sways in wind. V.O - “But now he doesn’t remember it at all.”
Leading the f ight against
supporting the supporters
www.alzheimers.org.uk/donate
Audio: Machine whirring, abstract fire noises. Action: GFX appear on screen. “ ” V.O - “1 in 3 people over 65 will die with Dementia, but nearly everyone will be effected by it.”
Audio: Machine whirring, abstract fire noises. Action: GFX appear on screen. “ ” V.O - “The Alzheimer’s Society specialise in caring for sufferers of Dementia, as well as Supporting all family and loved ones who are effected by it .”
Here is my final storyboard for my television adverts. This one is the full extension of the concept of the man who pioneered Thermal Imaging.
Hannah Newson Ravensbourne College of Design and Communication. Thank you.